Deploy Empathy: A Practical Guide to Interviewing Customers

What are they trying to do overall? What are all of the steps in that process? Where are they now? Where does the problem you are solving fit in that process? Where in that process do they spend a lot of time or money? How often do they experience this problem? What have they already tried?

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the “Compelling Context.” It’s the big reason why someone does something in the first place.

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Valuable: If the product isn’t something the customer needs, they won’t buy it. Usable: If the customer can’t figure out how to use it, they won’t use it (even if the value is there). Viable: If it doesn’t make money, the company will shut it down. Feasible: If it isn’t possible for the company to build, it will never get off the ground.

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