Learning Comes from Talking to Customers, Not Surveys or Analytics—The Risky Truth Entrepreneurs Overlook
Many new projects launch based on survey data or website analytics charts. But those numbers, while comforting, can only tell you 'what' people do, not 'why' they make choices or what frustrates them enough to want something new. The power of talking to real people, in their own environments—like a teacher alongside students during lunch, or a founder at a busy local café—can't be replaced by a spreadsheet or yes/no checkbox. When you step out of the building (literally or virtually) and ask open-ended questions, you unlock stories: someone’s struggle with after-school pickups or the moments that make customers recommend a service. That’s where the real insights hide.
Reach outside your comfort zone—email or call a handful of people who reflect your likely users. Let them know you’re not selling anything and simply want their advice. In each conversation, open up with honest curiosity, asking them what their biggest hassles are in this area and listening as they describe the details in their own words. Pay special attention to surprises or objections you hadn’t considered, and jot down these insights as soon as your chat finishes. Over time, you’ll hear patterns and language that shape what you do next—meaning your next move is built on honest learning, not guesses.
What You'll Achieve
Gain the humility and communication skill to discover hidden barriers, build empathy with users, and base your next actions on deeper motivation rather than surface statistics.
Trade Surveys for Open-ended Customer Conversations
Identify 5–10 potential users and request a 20-minute interview.
Use a polite, clear request for advice—not a sales pitch. Focus on learning their pain points and experiences.
Ask open-ended questions about their frustrations and current workarounds.
Avoid yes/no or ‘which feature’ questions. Use prompts like ‘How do you currently...?’ or ‘What’s hardest about...?’
Record insights immediately after each conversation.
Write down surprising answers, patterns in their language, and anything that contradicts your assumptions.
Reflection Questions
- Who are the 3–5 people you could talk to this week?
- What’s the scariest thing about asking open-ended questions?
- How might qualitative insights challenge what you thought you knew from metrics or surveys?
- When was the last time someone revealed a problem you hadn’t considered?
Personalization Tips
- A parent launching a new after-school program chats with other parents at soccer practice, noting how they describe their scheduling headaches.
- A fitness instructor asks three clients, 'Why did you choose this class over others?' and listens for themes.
- A non-profit director holds coffee chats with community members, asking what services they miss most.
Running Lean: Iterate from Plan A to a Plan That Works
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