Most founders skip validation or ask leading questions. Learn the Mom Test framework for customer interviews that reveal the truth.
The Critical Mistake Most Founders Make
Here's a hard truth: 90% of startups fail, and the number one reason is "no market need." Yet most founders skip the most crucial step in validation—talking to real customers.
Why? Because customer interviews feel awkward, time-consuming, and honestly, a little scary. What if people hate your idea? What if you've been working on something nobody wants?
But here's the even harder truth: Skipping customer interviews guarantees failure. Building something nobody wants is far more painful than hearing "no" early.
What is The Mom Test?
Author Rob Fitzpatrick coined the term "The Mom Test" based on a simple principle: Your mom will lie to you to make you feel good. If you ask her if your startup idea is good, she'll say yes—even if it's terrible.
The Mom Test framework teaches you to ask questions that even your mom can't lie to you about. Instead of asking for opinions, you ask about past behavior and specific problems.
The 3 Rules of Customer Interviews
Rule #1: Talk About Their Life, Not Your Idea
Don't pitch your idea. Don't explain your vision. Instead, ask about their current struggles, workflows, and pain points.
Rule #2: Ask About Specifics in the Past Instead of Generalities About the Future
Humans are terrible at predicting their future behavior. Past behavior is the best predictor of future behavior.
Rule #3: Talk Less and Listen More
The best customer interviews feel like a conversation where the customer does 80% of the talking.
The 10 Essential Customer Interview Questions
- "Tell me about how you currently solve this problem?"
- "What's the hardest part about [problem area]?"
- "Can you tell me about the last time that happened?"
- "What have you tried before to solve this?"
- "How much time/money does this problem cost you?"
- "If you could wave a magic wand and fix one thing, what would it be?"
- "Walk me through a typical day when you deal with this problem."
- "Who else is involved in solving this problem?"
- "What would have to happen for you to switch from your current solution?"
- "What did you like and dislike about [existing solution]?"
How to Find People to Interview
1. Your Existing Network
Send personal messages to friends, family, colleagues who fit your target customer profile.
2. LinkedIn Outreach
Search for people with specific job titles in your target market.
3. Online Communities
Join Reddit communities, Facebook groups, Slack channels where your target customers hang out.
Download Your Free Customer Interview Template
Ready to Validate Your Startup Idea?
Download our free Customer Interview Template and start having meaningful conversations today.
Download Free Template →Related Resources
- The Ultimate Competitor Analysis Framework
- How to Define Your Target Customer Profile
- 5-Step Idea Validation Framework
About the Author
Aether Team · We help entrepreneurs validate and launch successful startups using proven frameworks and AI-powered tools.
