You are a detective looking for clues that confirm or deny your assumptions. Entrepreneurs have a tendency to over-obsess about their product to the neglect of other business risks. They also tend to stay inside their heads way too long. Get out and talk to humans.. Understand your market. When do they buy?. Why do they buy?. Where do they buy?. Ask to be connected with friends of friends. You don’t want someone’s affection to steer what they have to say. Write down our assumptions. Don’t let any single number dominate your strategic thinking. You are in search of a scalable and reputable business model. Learn before you scale. Key takeaways. Who do you want to learn from?. The typical customer you envision if you get traction with your idea. Get specific with who we’re targeting. Think through the kinds of people who have the problem we’re interested in solving. If you cannot get early adopters, you cannot move on. What do you want to learn?. The most important questions. Get your customer to tell a story about their first experience our product is trying to solve. Ask open ended questions. Start with words like. Who, what, why, how. Avoid questions with. Is, are, would, do you. What should I have asked you that I didn’t?. Page 40: testing for price, feedback on a prototype. If you could wave a magic wand and solve any problem, what would you want to solve?. Have set targets for the assumption statistics we’re setting. Setting a target forces you to carefully think through what you were hoping to see, it makes decisions and judgment calls a bit easier as you review your data. Good questions. Observing on uninfluenced behavior can lead to great insights. Try to get one degree of separation away from the people that you know for interviews￼. Set a goal of walking out of every interview with two or three new candidates. Ask for advice. If a method isn’t working, try something new. Go into the conversations with the assumption that they are trying to kill your idea￼. Try to shut up as much as possible. Find the why behind the What. Repeating back to them what they just said well either have them correct you or give you a second answer. Get stories first, feedback second. Ask them upfront be brutally honest. Make sense of your patterns. Don’t obsess over any one particular metric, and continue to question what is behind your numbers￼. Expect false positives. Talk to 50-100 people. We are not here to be faint of heart. We are here to change the world.