Ultimate Guide to Interviews #1: Build a customer theory

Take off your founder hat, put on your anthropologist hat

Today marks the start of a series of posts on how to do proper customer interviews, either solution or problem focused.

It’s based on my experience with hundreds of founders I’ve trained on doing interviews, and of course my own experience in doing interviews.

Happy reading!
Cheers, Jeroen

Table of Contents

1. Goal: Build a customer theory ⬅️ This post

2. Structuring and starting the interview: Keep your baby in your bag

3. Framing the interview

4. Don’t just ask for problems

5. Finding emotions and purpose

6. Identify the big picture of your customer

7. Understand the criteria of success via competition

8. Using the film reel technique to get detailed explanations

9. Six techniques on how to wiggle out extra information

10. Getting your baby out of the bag

11. Crafting your customer theory

Chapter 1: Build a customer theory