Get specific about examples in the past to get real, concrete data.

It’s not about “how many” meetings. It’s about having enough for you to really understand your customers. You want to talk to them enough that know them in the same way you know your close friends, with a firm grip on their goals, their frustrations, what else they’ve tried, and how they currently deal with it.

Pedestal — show that they, in particular, can provide that help Ask — ask for help

In summary: once you've learned the facts of your industry and customers and designed the solution, start pushing for advancement and commitments to separate dead leads from real customers. Rule of thumb: In early stage sales, the real goal is learning. Revenue is a side-effect.

Rule of thumb: Give as little information as possible about your idea while still nudging the discussion in a useful direction.

Imagine that we’re building something for “students”. I’ve got a picture of an American undergraduate in my head, and maybe you picture a British grad student, but we manage to agree on features and start building.

"Talk me through the last time that happened." Good question. Your high school writing teacher may have told you that stories are meant to “show, not tell”. Whenever possible, you want to be shown, not told, by your customers. Learn through their actions instead of their opinions.

Just choose whatever seems murkiest or most important right now.

Attack generic answers like “I don’t buy cookbooks” by asking for specific examples.