It’s common to avoid real customer conversations—or ask leading questions—because you fear hearing your idea won’t work. Polite “Sounds great!” responses feel encouraging but can cost months building something nobody wants.
This guide fixes that. Drawing on 10+ years of innovation work, I translate proven research methods into practical tools that cut through politeness and bias. You’ll learn which questions reveal what people actually value, use a field-tested interview script, and validate ideas before you invest time and money—so you stop guessing and start hearing the truth.
