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Why they don't use your product: Failing to Ask the Right Questions

 "My product is just what my customers want!" Are you really sure about that? How did you know—oh they told you they would use or buy your product? Okay, but is what they're saying matches what they're actually doing now? No? Okay, sit down my sweet summer child. Hear me out.

Why will your customers use your product? This question is something that you as a founder should keep asking yourself everyday. If you still don't have a definite, unbiased answer to this, keep talking to your target customers as this is one of the top reasons why startups fail.

Asking the Right Questions to Your Customers

The CEO of a startup I previously worked for introduced me to The Mom Test.

Photo from Sketchy Ideas

 The Mom Test by Rob Fitzpatrick is a practical guide for entrepreneurs to validate their business ideas by conducting better customer interviews. The central idea of the book is that entrepreneurs often receive biased or overly positive feedback when asking friends, family, or potential customers about their ideas. 

The book emphasizes the importance of asking the right questions and framing them in a way that encourages honest, actionable feedback, rather than seeking validation or reassurance.

Fitzpatrick introduces the concept of “The Mom Test,” which refers to asking questions that even your mom (who would likely want to protect your feelings) would be unable to lie about. The goal is to uncover the truth without bias or flattery. 

The book provides a structured approach to customer conversations, guiding entrepreneurs to avoid common pitfalls, such as asking about hypothetical scenarios or focusing too much on their product’s features, rather than understanding the customer’s real problems and needs.

Overall, The Mom Test is a valuable resource for anyone in the early stages of a startup, offering practical advice on how to test assumptions, gather insights, and ultimately build a product or service that truly solves a problem.


As a founder, it is your job to be deeply engaged with your target customers until you reach product-market fit. This is one of the reasons why founders fail to succeed in their startups so get ready to put on those walking shoes and get out of the building!

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