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Customer Conversations
Learn Confirm
What would you like 
to be more sure of?
Topics 
Generate topics
Customer 
Development 
Ga het gesprek aan 
WORKSHOP INTRACTO
Dear mom, 
Don’t you think I’m great? 
Love, 
Your son
It’s not just your mom 
People want to be helpful, more than being honest.
How can we get facts?
How can we get facts? 
- Talk about their life, not your concept
How can we get facts? 
- Talk about their life, not your concept 
- Ask about specifics,
How can we get facts? 
- Talk about their life, not your concept 
- Ask about specifics, from the past
How can we get facts? 
Anything future related is worthless as we cannot 
predict the future with certainty.
Do you think this is a 
good idea?
Do you think this is a 
good idea?
How do you currently 
deal with this?
How do you currently 
deal with this?
When does this 
happen?
When does this 
happen?
Would you buy a product 
that would solve this?
Would you buy a product 
that would solve this?
Please show me how 
you do this?
Please show me how 
you do this?
Can you talk me through the last 
time that you experienced this?
Can you talk me through the last 
time that you experienced this?
How much would you 
pay for this?
How much would you 
pay for this?
How much does this 
currently cost you?
How much does this 
currently cost you?
How do we do this as 
casual as possible?
Scene of the customer
Start with softball [easy 
to handle] questions
How do you screw it up?
How do you screw it up? 
- Use a script or survey instead of topics
How do you screw it up? 
- Use a script or survey instead of topics 
- Talk about your business, instead of listening
How do you screw it up? 
- Use a script or survey instead of topics 
- Talk about your business, instead of listening 
- Try to sell, instead of learn
Learn Confirm
Good or bad 
conversation?
“That’s so cool. I love 
it!”
“That’s so cool. I love 
it!”
“There are a couple of people I can 
introduce you to, when you’re 
ready.”
“There are a couple of people I can 
introduce you to, when you’re 
ready.”
“What are the next steps?”
“What are the next steps?”
“Looks great, let me know 
when it launches.”
“Looks great, let me know 
when it launches.”
“Can I buy the prototype?”
“Can I buy the prototype?”
“When can you come back and 
talk to the rest of the team?”
“When can you come back and 
talk to the rest of the team?”
Commitments
Commitments 
- Time [next meeting, taking part in trial]
Commitments 
- Time [next meeting, taking part in trial] 
- Reputation risk [introduction to peers]
Commitments 
- Time [next meeting, taking part in trial] 
- Reputation risk [introduction to peers] 
- Cash [letter of intent, deposit, pre-order or sale]
128
Go and do 
- Set topics 
- Arrange transport 
- Do at least 5 to 10 Customer Conversations 
- Port Arthur or Kaubamajakas or find a place 
- Be back at 15:45
StartupFoundation.co 
Join the network of founders that share 
their progress and help each other forward

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