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The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you
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About the Author
Rob is a tech entrepreneur of 10 years, obsessed with the question of how to get better information from customers before we've committed to building everything. Originally a programmer far more comfortable behind a screen than in a meeting, he was forced into figuring out enterprise sales at his first startup, where he learned that it's not as straightforward as the books tend to claim. He's raised funding from YCombinator and other top investors in the US & UK, has built products used by brands like Sony and MTV, and has bootstrapped profitable businesses with not outside investment. Over the past few years, he's also worked with thousands of other entrepreneurs and investors to help them learn the same skills and lessons that were originally so difficult to discover.
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Product details
Paperback: 136 pages
Publisher: CreateSpace Independent Publishing Platform; 1 edition (September 10, 2013)
Language: English
ISBN-10: 1492180742
ISBN-13: 978-1492180746
Product Dimensions:
5.5 x 0.3 x 8.5 inches
Shipping Weight: 2.1 ounces (View shipping rates and policies)
Average Customer Review:
4.7 out of 5 stars
61 customer reviews
Amazon Best Sellers Rank:
#58,059 in Books (See Top 100 in Books)
When you have an idea that is great (inside your own head) you really want to go out there and get more positive feedback to build the idea further. Yes, positive feedback. The idea is a good one. So all those people saying "Not interesting" or "Yeah, but.." are not the ones we want to meet, but the ones saying "Yes! I love it! I would buy it when it is out!". It took me a while to learn that those are the worst kind. The negative feedback you can learn to receive, listen to, and ask "why?" and dig deeper and these people are really rewarding. The problem is the nasty ones that "don't want to hurt your feelings" or just want you to stop bothering them. And the best way to get you silence is to say that the like it - or even better say they love it. Then you will not ask anything more and go home with a smile. But they just want to get rid of you. This is the problem The Mom Test helps you solving.I have always been interested in people and what they think and love ask people questions. I have built a company which was required for $150m and I did 99% of the customer development and problem discovery. I have taken a course in open questions as an interview format. BUT STILL - I find myself tricking myself by not asking people the right questions.I loved The Mom Test and have recommended it to tons of people. Heck - I wish I would have written the book!When you ask to get feedback thing:1. Tell me about the last time you X2. What went wrong - explain more?3. What are the consequences?4. What tools/processes/etc do you use today and why is that not working?And - the book is worthwhile reading even if you are not building a product (even if it should be mandatory in every "entrepreneurship eduction"), but just want to learn how to listen and make conversations less about you and learn something every time you talk to someone.
I read a lot of stuff regarding user interviews. Tons of medium articles, Portugal's book, JTBD user interviews, but this book takes the cake.Most of the stuff out there is heavy on theory and not on application. It'll go over what you should be doing but not HOW.Rob really walks you through good examples and why they do/don't work out well. Some things that I took for granted (asking grounded questions over generic ones, eg When was the last time you bought a cookbook vs when do you buy cookbooks gives way better answers) were really hammered in.MUST read. Top of the list. This is coming from someone that reads user interviews/books/startup business procrastination books all the time.
I'm being serious. It's the first time I ever do that. I've read tons of fantastic and game changing books, but it has been a while since I have read something that buffeted me on the face. I've failed 3 personal startups, (They all died in the MVP phase). Even though I did "customer discovery". I can't believe how biased I was when I was asking questions.I mean, I was taught to ask open ended questions. And I did. What I didn't know was that even open-ended questions can be bad. Do you like this? How much would you pay for this? I thought those questions were valuable, that while it wouldn't create commitment, it would give me some sort of idea. WRONG.Heck, even telling people about your idea can be bad. Because people wouldn't be 100% honest with you. The right thing to do is to uncover whether the idea is worth pursuing by digging into the other person's mind, and qualifying them before proceeding.This has been eye-opening, and I would like to thank Rob Fitzpatrick (The author) for this amazing piece of practical content. I haven't finished reading it, once I do, I'll keep tabs on it and probably read it again, and again, and again. I"ll use this as a handbook for future customer discoveries, and will develop a series of paths while talking with people.
Loved this book. As a founder in the early stages of customer development, I learned a lot about how to change the questions I am asking in and how to think about the responses differently. I also completely changed my outreach email after reading the book based on the 5 components outlined by Rob. You know a book is practical and helpful if you feel motivated to change your behavior right after reading it.
Buy this book - just do it. I went to a proper business school 30 years ago - if I had owned this book, I could have saved 60,000 USD. It will not outline the Time Value of Money or define Macro Economics, but 100% will show you that no matter how smart you are, if nobody will pay for your product or service...well...nobody will pay for your product or service.
I still remember reading this book, more like spending an hr reading and probably 30 minutes skimming.. and then putting a full plan for a research interview I was doing. That was like my first attempt, was nervous as I'm an absolute mess when it comes to phone skills or sales talk.. but when I kept digging deeper into the experts responses after he'd give a typical answer, so I use a certain questioning phrase from the book and it pulls out some gems from the expert. Love it
Well written and entertaining real "how to" book. I will be adding it to the reading list for the class I am teaching at Boise State. Very useful.
It`s a nice and readable book. Short enough to read it fast and get insights quickly. The author provide a cheatsheet at the end which is a great resource.
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