## Do not pitch. Investigate.  
Your job is not to convince them your idea is good. Your job is to understand their life as it exists today.

Never ask:
- "Would you use this?"
- "Do you like this idea?"
- "Would you pay for something like this?"

These questions generate encouragement, not truth.

Ask only about the past and the present.

## Start with their reality, not your solution  
Good opening questions:
- "Walk me through the last time this happened."
- "What did you do when that came up?"
- "How often does this happen?"
- "What breaks when it happens?"

You are looking for concrete stories, not opinions.

If they cannot recall a specific recent example, the problem is not acute.

## Pain without action is not pain  
This is the critical filter most founders skip.

When someone says:
*"Yeah, that's a big problem for me"*
Your immediate follow-up is:
- "What are you doing today to deal with it?"
- "What have you tried already?"
- "What does that cost you in time, money, or stress?"

If the answer is:
- "Nothing"
- "I just deal with it"
- "It's annoying but fine"

Then it is not a real problem. It is a preference.

Real problems already have solutions, even bad ones.

## Measure sacrifice, not excitement  
Interest is cheap. Sacrifice is signal.

### Strong signals:
- They pay for a workaround
- They built a spreadsheet or internal tool
- They changed a workflow
- They complain unprompted
- They have a budget line item
- They can name competitors without you asking

### Weak signals:
- Compliments
- Hypotheticals
- "That would be cool"
- "I'd definitely use that"

*"If the problem mattered, it would already be costing them something."*

## Ask for a next step immediately  
Do not end interviews politely. End them with a test.
- "Can I watch you do this next time?"
- "Can you intro me to someone else who has this problem?"
- "Would you try a manual version if I did it for you?"
- "Can I email you when I have something hacked together?"

If they will not take a small step, they will not take a big one later.

The rule to end on  
People lie about what they want.  
They do not lie about what they already do.  
**Watch behavior. Ignore opinions.**

## Customer Validation Interview Template  
```
START WITH THEIR REALITY
- Walk me through the last time this happened.
- What were you trying to do when it came up?
- What did you do when that happened?
- How did you eventually solve or complete it?
- How often does this happen?
- What breaks when it happens?

WHEN THEY SAY "YEAH, THAT'S A PROBLEM"... DIG DEEPER
- What are you doing today to deal with it?
- What have you tried already?
- What did you search for when looking for a solution?
- Why did you stop using [thing they tried]?
- What does that cost you in time, money, or stress?

IF THEY SAY "NOTHING" OR "I JUST DEAL WITH IT"
→ It's not a real problem. Move on or probe a different angle.

LOOK FOR SACRIFICE (real pain leaves evidence)
- Are you paying for anything to help with this?
- Have you built any workarounds? Spreadsheets? Hacks?
- Have you changed how you do things to avoid this?
- What would happen if you just ignored it completely?

TEST COMMITMENT... DON'T END POLITELY
- Can I watch you do this next time it happens?
- Can you intro me to others who have this problem?
- Would you try a manual/ugly version if I did it for you?
- Can I email you when I have something hacked together?

If they won't take a small step, they won't take a big one later.
```

**Pre helps you execute on what you just learned.** Set measurable weekly goals like "complete 10 customer interviews"... then track your progress toward real validation with accountability that keeps you moving.