Why it was said

Rob Fitzpatrick's first rule of customer conversations opens The Mom Test. The title comes from the observation that even your mother will tell you your idea is great, and that the fault is in the question, not the answer.

What it actually means

The moment you describe your idea, the conversation becomes a pitch and the other person becomes polite. Asking about their life instead, when they last had the problem, what they did, what it cost, produces facts that nobody has a reason to soften. Fitzpatrick's rule is a discipline about who the conversation is about, and the answer is never the founder.

How to use it

1. 1In your next customer conversation, do not mention your idea; ask about the last time they had the problem and what they did.
2. 2Ask about money only in the past tense: what have they paid for before.