“A good listener is usually thinking about something else.” – Kin Hubbard

When you have the honor of talking with a customer about their needs, don’t try to sell them on your product idea.  Instead, ask an open ended question about how they get through their day.  Then shut up.  Follow the “ask ‘why’ five times” rule to really get to why they would consider buying another solution.

In all things, the best interviews are when the other party does most of the talking.

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