Customer Discovery Is the Art of Shutting Up
Most founders run discovery calls that are really pitches in disguise. They walk in with the solution, fish for agreement, and leave convinced. James Sinclair names the actual skill — and it is the one founders are worst at. Customer discovery is a systematic process of shutting up and listening. You are not there to sell. You are there to find the emotional distress and the friction the customer cannot quite articulate. ...