TLDR: This is OUR One-Page Customer Development Interview framework

This interview is designed to validate a lot of our hypothesis about our clients. It evolves - as yours should too - as we are getting into deeper and deeper layers of our ICP mind.

Steal it, adapt it, use it. There's no free lunch though, you got to learn the underlying principles to get good at this. Read the books, or at least spend a few days researching and cross-referencing the concepts in them.

We put together our interview framework using the principles of the following books:

1. Rob Fitzpatrick – The Mom Test → field‑tested rules for asking customer questions without bias and spotting truthful, behaviour‑based answers. (The Mom Test)

2. Eric Ries – The Lean Startup → core concept of validated learning, hypothesis testing, pivot/persevere gate. (The Lean Startup)

3. Ash Maurya – Running Lean & Lean Canvas → problem/solution fit stages, experiment backlog, canvas blocks. (LeanFoundry)

4. Steve Blank – Customer Development (esp. discovery & validation interviews) → “get out of the building” question style. (CMU, Steve Blank)

5. Jobs-to-Be-Done (Christensen, Ulwick, etc.) → progress-forces diagram used to frame “triggers” and “switching anxieties.” (Jobs to be Done)

Secondary seasoning came from Lean Analytics (Croll & Yoskovitz) for the metrics emphasis and standard B2B-SaaS/RevOps playbooks (Predictable Revenue, Winning by Design) for ICP, pricing, and hand-off nuances.