Rob Fitzpatrick is author of "The Mom Test, How to talk to customers & learn if your business is a good idea when everyone is lying to you"

His book shows us how customer conversations go wrong and how we can do better. They say you shouldn't ask your mom whether your business is a good idea, because she loves you and will lie to you. This is technically true, but it misses the point. You shouldn't ask anyone if your business is a good idea. It's a bad question and everyone will lie to you at least a little. As a matter of fact, it's not their responsibility to tell you the truth. It's your responsibility to find it and it's worth doing right Talking to customers is one of the foundational skills of both Customer Development and Lean Startup.

We all know we're supposed to do it, but nobody seems willing to admit that it's easy to screw up and hard to do right.

Win one of 2 copies by signing up to the show here: www.theinnovationshow.io and find Rob on ww.robfitz.com