Continuous Interviewing

• 00:54

  

  Capturing what you learned from a customer interview.

  Use an interview snapshot.

• 00:59

  

  Combatting confirmation bias in customer interviews

  What's unique about this customer?

• 01:11

  

  Don’t ask leading questions.

  We all know this, but here’s why we do it anyway.

• 00:58

  

  Every interview is a test of your opportunity space.

  Listen for differences in story structure.

• 01:00

  

  Exploring customer interviewing incentives.

  Cash often isn't the best option

• 00:57

  

  Finding “customers’ to talk to before you have customers.

  Go to them or pull them to you.

• 01:06

  

  Getting reliable feedback from customer interviews

  Ask the right questions.

• 00:56

  

  Getting Started with Story-Based Interviewing

  Show, don't tell.

• 00:59

  

  How do I know when I’ve interviewed enough customers?

  You have never interviewed enough customers.

• 00:57

  

  How do you find customers to interview?

  Automate the recruiting process.

• 00:45

  

  How often should you conduct customer interviews?

  Try to get to weekly.

• 00:45

  

  How to collect a specific story about past customer behavior.

  It takes practice.

• 00:45

  

  Make your interview requests specific.

  What’s in it for your customer?

• 00:54

  

  Recruiting without an incentive.

  Crafting a compelling offer.

• 01:37

  

  Research questions vs. interview questions.

  And why the difference matters.

• 00:55

  

  Share your customer interview insights.

  Bring stakeholders along as you learn.

• 00:49

  

  Should you interview the same customers or different customers?

  Both.

• 00:56

  

  Talking to humans.

  Don't make up unnecessary rules.

• 05:03

  

  The Interview Snapshot

  How to synthesize a single customer interview.

• 00:55

  

  What are customer interviews?

  Build a competitive advantage that compounds over time.

• 00:52

  

  What doesn't count as customer interviews?

  These activities are valuable, but not customer interviews.

• 00:57

  

  What if my sales team won't let me interview customers?

  Overcoming resistance.

• 00:55

  

  What should we ask in customer interviews?

  Mitigating cognitive biases.

• 00:48

  

  Who should conduct interviews?

  My answer might surprise you.