Stories beat surveys for discovering real needs

Opportunities emerge from our customers' stories. I don't think most people, when they're interviewing, they collect stories.

If your interview feels like you're having a beer with a buddy, that's a good sign. It should be that casual and that conversational.

You could run an entire interview by asking them one question.

One of the reasons why we get bad at interviewing, we're so worried about asking the next question, we stop listening to the interviewee.

What happens when you collect stories is you hear about things you would've never thought to ask about.

Don't have a discussion guide. It drives people crazy because everybody wants to ask the same set of questions, but when you ask the same set of questions, you actually don't follow the ones that actually have the most meaningful information.