To build the right product you need to understand the people who use it. Good interviewing should be one of your core skills—whether you are a designer, an entrepreneur, a product manager, or an innovator. Yet I see people making the same mistakes again and again when they go and talk to customers. This talk will help folk get the most from conversations with customers — by showing you how not to do it. I’ll walk through a series of examples of how I’ve seen people do it wrong, and advice on how to avoid their mistakes. Mistakes like: Speaking more than the interviewer Selling rather than listening The many and varied ways people can ask leading questions Not talking to the right people Looking for customers in the wrong places Many more...