​Leverage interviews to get the information you need

Instead of jumping to “help” those asking for it, back that process up. Here’s a simple method to find the problems hidden (or not so hidden!) at the core of your future customers’ pleas for help.​

1. Conduct your preliminary market research.

You absolutely must be familiar with the industry with which you'll be working.

Google things, browse the forums that pop up, download and read a whole ebook, watch some YouTube videos, binge a podcast series. Use whatever means floats your boat.

For a starting point, investigate:

• What do businesses in this space deliver? Example: A creative agency might focus on script treatments, website copy, handling media production, or brand assets.

• What are the different functions and hierarchies of the businesses? Example: Some small agencies have a flat hierarchy of independent creatives, while others might go from account managers to creative consultants to freelance help.

• What kinds of terminology and technology (or materials or hardware or vendors) do you need to be familiar with? Example: If you’re starting a web design agency for startups, you should probably be familiar with all the website builders out there, as well as the terminology around site structure. ATF (above-the-fold) anyone?

And to figure out how people are already tackling this problem, find the answers to these:· Who else is working to solve this problem for people?· Who are their customers?· Is this a challenge people are talking about?· Is there anyone else challenged by it you might not expect?

2. Find out where “your people” congregate and go there.

People are more willing to ask for help, or share details of the problem, when they feel safe and understood among peers.

You probably know a few in your own niche already. Think of online groups or forums. They might hang out on Slack, Facebook, LinkedIn, Discord. It might be a message board or community attached to a website.

3. Pinpoint the one question you need answered to validate your problem.

The eternal words of Rob Fitzpatrick ring out:

“Every time you talk to someone, you should be asking a question which has the potential to completely destroy your currently imagined business.”

Say you want to provide specialized copywriting services. (Think back to our B2B-flavored problem statement.) Stay away from questions like “Would you use X for Y reasons?” or “Would you pay to get help with Z?” These are pointed, but too narrow to be your big pressing ask.

Instead try: “What process do you use to develop your brand’s messaging?”

4. Get your one question answered and hopefully a few more

“Trying to learn from customer conversations is like excavating a delicate archeological site. The truth is down there somewhere, but it’s fragile. While each blow with your shovel gets you closer to the truth, you’re liable to smash it into a million little pieces if you use too blunt an instrument.” – Rob Fitzpatrick, The Mom Test

Whether you’re sending DMs to individuals or starting with a public reply to a forum message referencing your specific problem, you’ll want to be as straightforward as possible. Try:

“That’s interesting! It’s such a difficult thing to navigate/etc. I’d be interested in hearing a little more about your experience actually, if you’re willing to share. Can I DM you?”

An affirmative is grounds for full steam ahead.

Remember to thank them for the chance to chat. Let them know you’re trying to learn more about “what happens when this thing” or “who’s struggling with that thing” in the industry.