The decision
An interview should uncover what happened, not persuade someone that your idea is good. Start with the last instance of the task. Ask the person to walk through the steps and artifacts, then clarify who handles errors and who could approve a purchase. Keep your proposed feature list out of the conversation until you understand the current process.
A worked example
Instead of “Would you use an AI update writer?”, ask “When did you last send a client update?” and “What did you start from?” An agency owner may reveal that the slow part is obtaining approved notes, not drafting sentences. That changes the opportunity: a writing feature cannot fix missing approval.
How to put it into practice
- Ask about the last occurrence and request a walkthrough with private details removed.
- Follow concrete statements with “What happened next?” or “Can you show an example?”
- Record exact words separately from your interpretation. A quote and a product hypothesis are different evidence.
- Ask permission before recording, storing examples, or running source material through a third-party model.
A failure to plan for
Interviewees may be supportive because they know you. A friendly response is not a commitment. Look for a real next action such as sharing a permissioned sample, booking a follow-up with the budget owner, or agreeing to a clearly priced pilot.
Try it on your project
Run two interviews without showing a mockup. Write a one-page summary of triggers, current steps, recurring errors, cost, permissions, and buying process. Mark every sentence that is your assumption rather than something observed.
Keep the next step small
Use the free demand scorecard or planning tools to make your assumptions explicit. The $19 launch kit brings the blueprint and seven editable worksheets together.