“Talk to your customers,” they said. But how do you actually get to those mind-blowing insights everyone’s talking about?

Yes, interviewing customers is complicated. But not the way you think.

Scheduling interviews, coming up with incentives (or choosing not to incentivize), deciding on the questions, and challenging yourself to turn on your camera are all table stakes. The biggest challenge: overcoming mindset traps that make you a crappy interviewer, without you even noticing.