(Step 0: read The Mom Test)

The hradest thing is not reaching out to customers, or even the interviewing logistics. That part's easy.

The biggest challenge: overcoming mindset traps that make you a crappy interviewer, without you even noticing.

Here they are:

• Agenda-driven vs curiosity-driven approach
• Check-the-box interviewing vs deep listening
• Single source of truth vs one of several data points
• Ultimate knowledge vs better guesses

In this post, I'm digging into what these mindset traps mean for your customer research, what they looki like IRL, and how to overcome them.