How Interviewing Your Best Clients Surfaces Breakthrough Opportunities You’d Never See Alone
Many businesses guess what their clients want. The smartest ones ask. Implementing client 'Wish List' interviews means going beyond standard satisfaction surveys to really understand clients' pain points, wishes, and unspoken dreams. One tech consultant sat with her three favorite customers and simply asked, 'If you could change one thing about my industry, what would it be?' One said she hated confusing billing structures, another wished she had a guaranteed fix time, while the third dreamed of an easy way to request changes online.
By the third interview, the consultant noticed a theme: clients craved clarity and predictability—not just technical savvy. She responded by designing flat-fee service packages and setting up a simple, online ticket system. Within months, referrals came in from clients she’d barely had time to ask. The fresh clarity didn’t just make life easier for clients—it removed drama and made her work more rewarding.
Research in design thinking and customer-driven innovation confirms that reframing your perspective through honest, qualitative interviews brings discovery—not just incremental improvement. Asking the right people the right questions is often the quickest path to standing out.
Right now, think of the clients you genuinely look forward to helping. Reach out and invite them for a quick, judgment-free conversation to gather their unfiltered thoughts about your industry—ask them what truly frustrates them and what they've always wished for. Record the patterns you hear, no matter how surprising. Then, sit back and see where your abilities align with these wishes—you may just spot your next game-changing service. Take the risk of asking and listening deeply; sometimes, the answers are hiding in plain sight.
What You'll Achieve
Discover new ways to differentiate yourself, increase loyalty, and develop solutions that resonate with your target market, bringing both financial and emotional rewards.
Start 'Wish List' Interviews with Top Clients
List your five favorite clients or customers.
Pick those who bring you the most energy, joy, and repeat business.
Request a brief, honest conversation.
Ask for 15–20 minutes to chat about their experiences—not to sell, but to genuinely learn about their industry frustrations or what would make their lives easier.
Ask open-ended, industry-focused questions.
Examples include, 'What frustrates you most about working with businesses like mine?' or 'If you could wave a magic wand to fix anything in this field, what would it be?'
Look for patterns and actionable ideas.
After a few interviews, note any repeated complaints or requests—those could become your next service or product innovation.
Reflection Questions
- Have I made time to truly listen—not pitch—to my favorite clients?
- What common frustrations or dreams have I overlooked because I assumed I knew better?
- How might asking different questions reveal opportunities I missed?
- Who else on my team or in my circle could help with these interviews?
Personalization Tips
- A gym owner asks her three longest-term members what annoys them about gyms. They all wish for a quiet, adult-only workout hour, so she introduces one—and gains new signups.
- A local cafe notices several regulars want healthier lunch options and experiments with weekly salad specials based on their feedback.
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