The exact script and behavioral system to extract the truth. Print this out or have it on your screen during the call.

📝 Phase 1: The Prep Work (Do This First)

You cannot effectively interview if you don't know what you are trying to prove.

1. List Your Hypotheses

• Write down exactly what you need to understand for yourself. These don't have to be smart or fully thought through yet — just get them out of your head.
  • Example: "I believe my target audience currently has no option that combines beauty, fit, and eco-friendly materials."
  • Example: "I believe 'Fit' is the #1 dealbreaker."

2. Prioritize the "Crucials" Rank your list. Which hypothesis must be checked for your business to be possible OR impossible?

• Rule: Your interview guide MUST get these crucial questions answered, one way or another.

👮 Phase 2: The Great Interviewer Checklist

Keep this visible during the call. If you break these rules, you pollute your data.

• [ ] The 80/20 Rule: They talk 80% of the time. You talk 20%. If you are explaining, you are losing.
• [ ] No Leading: Never put words in their mouth. (Bad: "Is it hard to find X?" Good: "Tell me about your experience finding X.")
• [ ] Ask "Why?" Constantly: Never assume you understand, even if you are an expert. Dig until you hit the root cause.
• [ ] The "Mirror" Technique: Repeat things back to them, especially if it seems off or you haven't internalized it. This forces the respondent to either validate ("Yes, exactly") or correct ("No, what I meant was...") your understanding.
• [ ] Avoid Hopium. Do not push to hear what you'd like. Push to hear what THEY think.