Brian Kelly

This book is a direct and easy-to-read guide on how to properly conduct customer discovery conversations. I really liked this part: People rarely lie about the past, but they will fib about the future. This is why you can’t ask someone, “would you buy X if it did Y?” It’s too easy for them to say, “Sure!” Spend your time asking about what *actually* happened in the past, where there is less chance for the customer to fib. Learn what they did, not what they “might” want.