Interviewing Users by Moe Abdou

Spend a day observing the actions of an admired leader and you're likely to see an immensely curious individual engaged much more with people than she is with tasks, and undoubtedly one who's listening a lot more than she is talking.  To her, leadership is about igniting the greatness in others; and the quickest way for that to occur is to invite continual feedback, and to be relentless at asking the relevant questions that uncover eminent growth opportunities – she knows that only then, will she begin to earn their trust. 

In much the same way, forward thinking organizations aspire for that level of intimacy and inclusiveness with their customers, and while the scope and scale is often much larger, the process is the same. Steve Portigal has made a living mastering the art of uncovering hidden insights from customers, and in his latest book, Interviewing Users, he shares his finely honed technique, and it starts with checking your worldview at the door – here's why.

Further Reading
  • Seedling Relies on Childhood Curiosity to Inspire a Creative Team — On a recent flight home, I spent over an hour browsing a children’s play website, completely enamored by sets like Design Your Own Superhero Cape and Invent Your Own Insects. After sharing Seedling with everyone I know, despite few of my friends having children, I wondered why the brand struck a such a meaningful chord with me.
  • How to Make Flexibility Your Startup’s North Star — When Alexis Maybank discusses how photographers utilize Project September - an app making the visual world instantaneously shoppable - she describes it as a “living portfolio where they can unlock new relationships with viewers.” The demographic is different than the fashion bloggers and influencers the New York-based team expected.
  • WeFestival Aims to Make Women Stronger Entrepreneurs — Since launching in December 13,000 messages have been sent across 22 channels in the Women’s Entrepreneur Festival Slack community. Ranging from questions about beta-testing to fundraising, or simply asking for advice, the community thrives on WeFestival’s founding mission to fulfill women’s unique need to connect and be heard.

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