The Mom Test
The Mom Test is a methodology for crafting questions that yield truthful responses about your business idea, even from people who would usually tell you what you want to hear, like your mom. The essence of the test is to avoid discussing your business idea directly and instead focus on the other person's experiences and needs.
Key Principles and Conversation Examples
Avoid directly asking if your business idea is good. This invites biased and often falsely positive feedback. It’s not about whether people like your idea, but whether there is a real need or problem that your idea addresses effectively.
Craft questions based on past behavior rather than future intentions. This helps gather concrete evidence about habits and problems. For example, instead of asking if someone would buy your product, ask about the last time they faced the problem your product solves and how they dealt with it.
Listen more than you talk. This helps in gathering more useful information from the conversation rather than steering it toward a validation of your business idea.
The chapter contrasts failed and successful conversation approaches using a hypothetical scenario involving a son discussing a digital cookbook app with his mom. The failed approach involved the son pitching his app and indirectly pushing for validation, while the successful approach never mentioned the app and focused instead on the mom's actual usage of related products and her real needs.
The Rules of The Mom Test
- Discuss their life, not your idea. Ask about their behaviors, preferences, and experiences.
- Focus on specific past actions rather than hypothetical futures. Real examples of past behavior offer solid data.
- Talk less and encourage them to share more. This gives richer insights into their problems and needs.
Application with Good and Bad Question Examples
The chapter also provides examples of good and bad questions. Bad questions often seek opinions on the business idea or hypothetical future actions like willingness to purchase. Good questions delve into how the person currently deals with the issue your business aims to address, what they pay for a solution, or what their last actions around the problem were.
Ultimately, The Mom Test aims to guide entrepreneurs toward meaningful customer insights that are based on true needs and behaviors, avoiding the pitfalls of building a product based on biased affirmations.