The Mom Test: Getting Honest Feedback for Your Startup
This article summarizes key concepts from the book The Mom Test, focusing on how to get genuine feedback from potential customers and avoid common pitfalls that lead to failure. The book aims to help entrepreneurs understand how to have productive conversations with customers to build successful products.
Why Everyone Lies (and It's Not Their Fault)
It's a common experience for entrepreneurs to receive positive feedback about their ideas, but struggle to find actual users. The reason is that people often lie, not maliciously, but because of the way questions are asked. You might present your idea as so groundbreaking and wonderful that people do not want to hurt your feelings. This is especially true with friends and family. This can lead to a false sense of validation and ultimately a product that nobody wants.
The Pitfalls of Talking About Your Product
One of the biggest mistakes is talking about how great your product is in front of potential customers.
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People are often reluctant to criticize your idea directly.
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Trying to convince someone of your product's value can become annoying and push them away.
It's far more effective to focus on the customer's life and problems, not your solution.
Good Questions vs. Bad Questions
Knowing how to ask the right questions is essential to gathering accurate information. Avoid these types of questions:
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"Would you buy a product that does X?"
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"How much would you pay for a product that does X?"
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"What do you think of this idea?"
These questions are bad because they are hypothetical and put people on the spot to give you positive feedback about your idea.
Focus on Their Life, Not Your Product
Instead of pitching your product, focus on understanding the customer's life. It's your responsibility to extract the information you need to improve your product by asking the right questions and not presenting your solution first.
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Ask about their past experiences and habits.
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Find out how they currently solve the problem your product addresses.
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Understand their existing workflows and routines.
For example, instead of asking "Would you use an iPad app for recipes?" ask:
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"Do you use an iPad?"
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"When was the last time you used your iPad in the kitchen?"
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"How do you find recipes now?"
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"Do you download app to cook?"
Identifying Real Pain Points
Don't assume that a complaint indicates a genuine pain point. People may express frustration, but it doesn't mean they are actively seeking a solution. Probe deeper to determine if the problem is significant enough to warrant action.
For instance, someone might complain about having too many discount cards. Instead of immediately offering a discount app ask, "Why haven't you used any of the existing loyalty apps?" Their answer will reveal if they're serious about finding a solution.
Avoid Hypothetical and Future-Oriented Questions
Focus on gathering concrete data about past behavior rather than hypothetical future scenarios. Asking "Would you use this app?" will not yield reliable information.
Instead, ask "When was the last time you did [related activity]?" or "Have you ever tried [existing solution]?"
Deflect Compliments and Ignore Fluff
Be wary of praise and generic statements. Any kind of compliment is usually fluff. Actively deflect compliments and dig deeper into the underlying reasons.
- Fluff refers to vague statements, future intentions, and hypothetical scenarios (e.g., "I always...", "I never...", "I would...").
When someone expresses an opinion, idea, need, or emotion, investigate further. Uncover the reasons behind their feelings and determine if they are genuine.
Dig Deeper: Uncover the Real Issues
Every time a potential customer makes an assertion, dig deeper to understand their reasoning. By asking thoughtful questions and actively listening, you can get the feedback that helps you create a successful product.
The Core Principles of the Mom Test
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Talk about their life, not your product.
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Ask about specific past events, not hypothetical future scenarios.
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Listen more than you talk.
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