Getting honest and unimpeded feedback on your brilliant new business idea is difficult. Rob Fitzpatrick, who wrote a very helpful book about it, describes it as following: “Trying to learn from customer conversations is like excavating a delicate archaeological site. The truth is down there somewhere, but it’s fragile. While each blow with your shovel gets you closer to the truth, you’re liable to smash it into a million little pieces if you use too blunt an instrument.”
In his book “The MOM test” Rob Fitzpatrick explains that doing a good user interview is not so much about who you’re interviewing, but more about how you interview them. Golden rules he points out are for example: Stop seeking approval and Talk less, listen more.