> For the complete documentation index, see [llms.txt](https://diy-startup-school.gitbook.io/welcome-to-diy-startup-school/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://diy-startup-school.gitbook.io/welcome-to-diy-startup-school/chapter-i/find-others-who-share-your-problem-and-ask-them-how-theyre-currently-solving-it/leverage-interviews-to-get-the-information-you-need.md).

# ​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.<br>
* 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.<br>
* 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,&#x20;*****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.