The Mom Test Quotes

“It boils down to this: you aren’t allowed to tell them what their problem is, and in return, they aren’t allowed to tell you what to build. They own the problem, you own the solution.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“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.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Rule of thumb: You should be terrified of at least one of the questions you’re asking in every conversation.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“The world’s most deadly fluff is: “I would definitely buy that.” It just sounds so concrete. As a founder, you desperately want to believe it’s money in the bank. But folks are wildly optimistic about what they would do in the future. They’re always more positive, excited, and willing to pay in the imagined future than they are once it arrives.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“The only thing people love talking about more than themselves is their problems. By taking an interest in the problems and minutia of their day, you’re already more interesting than 99% of the people they’ve ever met.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Do you think it's a good idea?" Awful question! Here’s the thing: only the market can tell if your idea is good. Everything else is just opinion. Unless you’re talking to a deep industry expert, this is self-indulgent noise with a high risk of false positives.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“While using generics, people describe themselves as who they want to be, not who they actually are. You need to get specific to bring out the edge cases.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“We go through the futile process of asking for opinions and fish for compliments because we crave approval. We want to believe that the support and sign-off of someone we respect means our venture will succeed. But really, that person’s opinion doesn’t matter. They have no idea if the business is going to work. Only the market knows. You’re searching for the truth, not trying to be right. And you want to do it as quickly and cheaply as possible. Learning that your beliefs are wrong is frustrating, but it’s progress. It’s bringing you ever closer to the truth of a real problem and a good market. The worst thing you can do is ignore the bad news while searching for some tiny grain of validation to celebrate. You want the truth, not a gold star.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Zooming in too quickly on a super-specific problem before you understand the rest of the customers life can irreparably confuse your learnings.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Don’t spend a week prepping for meetings; spend an hour and then go talk to people. Anything more is stalling. Don’t spend months doing full-time customer conversations before beginning to move on a product. Spend a week, maybe two. Get your bearings and then give them something to commit to.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“The framing format I like has five key elements. You’re an entrepreneur trying to solve horrible problem X, usher in wonderful vision Y, or fix stagnant industry Z. Don’t mention your idea. Frame expectations by mentioning what stage you’re at and, if it’s true, that you don’t have anything to sell. Show weakness and give them a chance to help by mentioning the specific problem that you’re looking for answers on. This will also clarify that you’re not a time waster. Put them on a pedestal by showing how much they, in particular, can help. Explicitly ask for help. Or, in shorter form: Vision / Framing / Weakness / Pedestal / Ask”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Every time you talk to someone, you should be asking at least one question which has the potential to destroy your currently imagined business.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“When you hear a request, it’s your job to understand the motivations which led to it. You do that by digging around the question to find the root cause. Why do they bother doing it this way? Why do they want the feature? How are they currently coping without the feature? Dig.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Rule of thumb: People stop lying when you ask them for money.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“The Mom Test:
1. Talk about their life instead of your idea
2. Ask about specifics in the past instead of generics or opinions about the future
3. Talk less and listen more”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“best” means learning, not selling.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Talk about their life instead of your idea Ask about specifics in the past instead of generics or opinions about the future Talk less and listen more It’s called The Mom Test because it leads to questions that even your mom can’t lie to you about.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Some problems don’t actually matter.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Long story short, that person is a complainer, not a customer.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“The only thing people love talking about more than themselves is their problems.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Don’t fall into the trap of only talking to the most senior or important people you can find. You want to talk to people who are representative of your customers, not the ones who sound impressive on your status report.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Willpower is a finite resource. The way to overcome difficult situations isn’t to power through, but rather to change your circumstances to require less willpower.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Unfortunately, we've missed the elephant, which is that the poorest schools may not have the budgets available to pay us what we need to sustain and grow a business.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Common wisdom is that you price your product in terms of value to the customer rather than cost to you.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“You should be terrified of at least one of the questions you’re asking in every conversation.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“One of the reasons we avoid important questions is because asking them is scary. It can bring us to the unsettling realisation that our beloved idea is fundamentally flawed. Or that the major client is never going to buy. Although this sort of news seems unfortunate, we need to learn to love it.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“for unpleasant tasks, you should imagine what you would have someone else do if you were delegating it. Then do that.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“search out the world-rocking scary questions you’ve been unintentionally shrinking from. The best way to find them is with thought experiments. Imagine that the company has failed and ask why that happened. Then imagine it as a huge success and ask what had to be true to get there. Find ways to learn about those critical pieces. You can tell it’s an important question when its answer could completely change (or disprove) your business.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“in shorter form: Vision / Framing / Weakness / Pedestal / Ask The mnemonic is “Very Few Wizards Properly Ask [for help].” Here’s what it might look like before you have a product: Hey Pete, I'm trying to make desk & office rental less of a pain for new businesses (vision). We’re just starting out and don’t have anything to sell, but want to make sure we’re building something that actually helps (framing). I’ve only ever come at it from the tenant’s side and I’m having a hard time understanding how it all works from the landlord’s perspective (weakness). You’ve been renting out desks for a while and could really help me cut through the fog (pedestal).”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you

“Results of a good meeting: Facts — concrete, specific facts about what they do and why they do it (as opposed to the bad data of compliments, fluff, and opinions) Commitment — They are showing they’re serious by giving up something they value such as meaningful amounts of time, reputation risk, or money Advancement — They are moving to the next step of your real-world funnel and getting closer to a sale Signs you’re just going through the motions: You’re talking more than they are They are complimenting you or your idea You told them about your idea and don’t have next steps You don’t have notes You haven’t looked through your notes with your team You got an unexpected answer and it didn’t change your idea You weren’t scared of any of the questions you asked You aren’t sure which big question you’re trying to answer You aren’t sure why you’re having the meeting Writing it down — signal symbols: :)Excited :( Angry :|Embarrassed ☇ Pain or problem (symbol is a lightning bolt) ⨅ Goal or job-to-be-done (symbol is a soccer/football goal) ☐ Obstacle ⤴Workaround ^Background or context (symbol is a distant mountain) ☑ Feature request or purchasing criteria ＄Money or budgets or purchasing process ♀ Mentioned a specific person or company ☆ Follow-up task Signs you aren’t pushing for commitment and advancement: A pipeline of zombie leads Ending product meetings with a compliment Ending product meetings with no clear next steps Meetings which “went well” They haven’t given up anything of value Asking for and framing the meeting: Vision — half-sentence of how you’re making the world better Framing — where you’re at and what you’re looking for Weakness — where you’re stuck and how you can be helped Pedestal — show that they, in particular, can provide that help Ask — ask for help The big prep question: “What do we want to learn from these guys?”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you