The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

Posted: Dec 9, 2021 in Book Reviews, Data, Guides, Product Management
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A practical short read on how to properly talk to customers and learn from them by Rob Fitz.

Whilst the book focuses on validating new product/business ideas, many principles Rob talks about still apply to existing products, enabling you to understand how and why customers are using the product in the way they are and how they feel about the product vs. competitors – building up qualitative data about the UX.

Even though the book was published 8 years ago, it’s still relevant and I loved how the book focuses on having an informal chat with customers about their feelings and why first, before diving into getting feedback on solutions which you’d do in future conversations – how can you satisfy customers if you don’t understand them first. Also, with remote customer interview tools now available like User Zoom, Lookback and User Testing, it makes it easier more than ever to talk to customers weekly.

The Mom Test:

1. Talk about their life (or how/why they use the product in the way they do) instead of your idea
2. Ask about specifics in the past instead of generics or opinions about the future
3. Talk less and listen more

It’s called The Mom Test because it leads to questions that even your parents can’t lie to you about.

Link here to the book on Amazon.

It’s also a great companion to Lean Customer Development by Cindy Alvarez.

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