The Mom Test teaches you how to have better customer conversations. Talking to Humans helps you run the customer discovery process.

It provides practical guidance for:

• Deciding who you need to learn from

• Defining what you want to learn

• Finding interview subjects

• Conducting effective sessions

• Making sense of what you discover

• Avoiding common customer-discovery mistakes

Think of it this way:

The Mom Test → How to ask and listen

Talking To Humans → How to organize and execute the discovery process

Which Parts of Talking to Humans Should You Focus On? Focus on these:

1. Getting Started With Customer Discovery. Understand the purpose and process.

2. Who Do You Want To Learn From? Define the people you need to speak with.

3. What Do You Want To Learn? Turn your hypotheses into learning objectives.

4. How Do You Find Your Interview Subjects? Learn how to find appropriate people to speak with.

5.:How To Ensure An Effective Session? Prepare for and conduct useful conversations.

6. How Do You Make Sense Of What You Learn? Learn how to organize and interpret what you discover.

7. Screwing Up Customer Discovery. Review common mistakes before you make them.

The remaining sections are optional.

Your Step 5 Outcome

By the end of this step (after going through the recommended chapters and implemenring this step with Evunn toolkit), you should have:

• Conducted conversations with 10 people who actually experience your potential problem

• Evidence about whether the problem exists in the way you expected

• Real examples of the customer’s experiences

• Evidence of what they currently do to deal with it

• Evidence of the consequences of the problem

• Evidence of what they have already tried

• A clearer understanding of which assumptions were supported, challenged or disproved

This is a critical milestone.

At this stage, tou are no longer relying entirely on what you think customers need.

You now have evidence from real people. But you may discover something uncomfortable:

Not every problem you investigated deserves to become a business.

Some may be painful but rarely acted upon. Some may be important but poorly suited to your expertise.

Some may have stronger evidence than others.

Before you create your offer, find out what your customer is actually trying to achieve, not what you assume they want.

Ready To Run Your Customer Discovery?

Reading about customer interviews won’t give you the evidence.

The EVUNN Jobs-to-be-Done Canvas helps you uncover the real job they need to get done.

Do this before you build. Otherwise, you may end up creating an offer nobody needs.