You can't hurt my feelings! That's the mentality founders need during customer discovery.
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Early customer discovery is all about derisking startup assumptions. Once you’ve conducted startup market research, it’s time to take your compelling market opportunity to the frontlines and test the market. Wondering what to say or how to do customer discovery interviews? You’re not alone.
Comparatively, startup research and figuring out how to do market research for a startup is generally more straight forward. Unfortunately, the customer discovery process is not. We recommend founders read the “The Lean Startup” and other how to customer discovery books that provide quality frameworks.

At its core, startup customer discovery primarily involves derisking the key assumptions behind your credible theory of market potential. Many founders fail to employ adequate customer discovery early that could better shape their product development efforts. This is why it’s important to start as soon as you form your testable hypothesis. The customer discovery idea you seek to test is a potential solution built on 2-3 key things that have to be true or go right. To get the true and objective answers you need, you’ll have to ask good customer discovery questions. When you ask customer discovery interview questions, detach yourself from emotion and the idea itself. Steve Barsh, Managing Partner of Dreamit Ventures, even suggests telling your listener, “You can’t hurt my feelings”. This best practice customer discovery method helps remove bias from the interview and sets expectations. That’s how to do customer discovery in a short five-minute Dreamit Dose.

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