Ask your mother whether your business idea is good, and she'll say yes. Not because it is, but because she loves you. Rob Fitzpatrick's 2013 book "The Mom Test" is built on that observation. People are kind. If you ask them to judge your idea, they'll protect your feelings, and you'll walk away with false confidence.
The fix isn't to find meaner people. It's to ask questions that even your mom can't lie about. This guide turns the book's rules into a practical interview you can run this week.
3
RULES THAT MAKE INTERVIEWS HONEST
Talk about their life, not your idea. Ask about specifics in the past, not opinions about the future. Talk less and listen more.
The three rules
1. Talk about their life, not your idea
The moment you describe your product, the conversation becomes a judgement of you. Keep your idea out of it. Ask about how they work, what's frustrating, and what they've tried.
2. Ask about specifics in the past, not the future
"Would you use this?" is a question about an imaginary future, and people are terrible at predicting their own behaviour. "When did this last happen to you?" is a question about a real event, and real events are hard to fake.
3. Talk less, listen more
If you're talking for more than about a fifth of the interview, you're pitching. Silence feels awkward. Let it. People fill it with the details you need.
Bad questions and their better versions
- Bad: "Do you think this is a good idea?" "What's the hardest part of [the task] for you right now?"