How To Talk To Users

Gustav argues that founders learn directly from customers throughout a company’s life. He recalls Brian Chesky staying in 50 Airbnbs to hear from hosts, whose feedback helped the company understand the people it depended on.

Start with people in your network or former coworkers, then look beyond those circles through LinkedIn, Reddit, Slack, Discord, and in-person events. In a mock carbon-emissions startup, Gustav would contact company leaders and people working in climate or sustainability roles to learn who cares about the issue and why.

Gustav recommends interviews by phone, video, or in person, and says to listen before introducing a product idea. Ask how people handle a task today, what makes it difficult, and why it matters; follow up and, when possible, watch them do the task. Avoid leading questions about willingness to use a product or desired features, since users may suggest solutions that miss the underlying problem.

After five or ten interviews, organize notes by problem, identify what matters most, and form a solution hypothesis to test with the same users. Assess whether people already pay for alternatives, whether they are satisfied with tools such as spreadsheets, and how readily the audience adopts new software. Test a prototype by letting users try it without step-by-step guidance, then keep them involved as it develops.