The Problem Interview: Shut Up and Listen

A founder proudly shows you his "customer discovery" notes. He's done 8 interviews for his expense-tracking tool. His script:

1. "Would you use an app that automatically categorizes your receipts?"
2. "Would you pay $10/month for it?"
3. (shows mockups) "Pretty cool, right?"

His results: 8 out of 8 said they'd use it. 6 said they'd 'probably' pay. Everyone loved the mockups.

Three months post-launch: 2 signups. Zero from the interviewees.