The process before a batch of conversations: If you haven’t yet, choose a focused, findable segment With your team, decide your big 3 learning goals If relevant, decide on ideal next steps and commitments If conversations are the right tool, figure out who to talk to Create a series of best guesses about what the person cares about If a question could be answered via desk research, do that first During the conversation: Frame the conversation Keep it casual Ask good questions which pass The Mom Test Deflect compliments, anchor fluff, and dig beneath signals Take good notes If relevant, press
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