Customer discovery done properly — interviews that produce evidence instead of flattery, Jobs To Be Done, ICP, buyer versus user, and how to tell willingness to pay from politeness.
Lessons
Why customer discovery comes first — The cheapest way to find out you are wrong. Twenty conversations cost two weeks; building the wrong thing costs a year. (10 min)
How to run a problem interview — A specific script, the questions that work, and the ones that quietly destroy your data. (15 min)
Reading the evidence honestly — Separating what people said from what it means, and noticing when you are hearing what you hoped for. (12 min)
Testing willingness to pay — The only reliable test is asking for money. Everything else is people being nice to you. (12 min)
Defining your ICP — The customer who gets the most value and is easiest to reach. If your definition does not tell you where to find them tomorrow, it is not specific enough. (12 min)
Buyer versus user in B2B — The person who uses it is often not the person who pays. Building only for the user gets you loved and unpaid. (10 min)
Jobs To Be Done — People do not buy products, they hire them to make progress in a situation. The frame that stops you building features nobody asked for. (10 min)