Mom Test questioning toolkit, JTBD analysis, interview conduct, assumption testing framework, and hypothesis design
Understand if problem is real and worth solving.
Map the job-to-be-done and desired outcomes.
Challenge beliefs and uncover truth.
Distinguish interest from commitment.
Understand impact and urgency.
Do: Ask about past specifics | Open, non-directive questions | Seek commitment not praise | Keep informal | 80% listening | Talk about their life first
Avoid: Future behavior questions | Leading questions | Accepting compliments as validation | Talking >20% | Mentioning idea before understanding problem | Formal settings
Challenge when: belief without evidence | prediction about future | negative feedback dismissed | skipping to solution | single data point relied on
Tone: curious and supportive, not confrontational -- goal is truth-seeking.
| Category | Core Question |
|---|---|
| Value | Will customers want this? |
| Usability | Can customers use this? |
| Feasibility | Can we build this? |
| Viability | Does this work for our business? |
| Factor | Weight | Low (1) | Medium (2) | High (3) |
|---|---|---|---|---|
| Impact if wrong | 3 | Minor adjustment | Significant rework | Solution fails |
| Uncertainty | 2 | Have data | Mixed signals | Speculation |
| Ease of testing | 1 | Days, low cost | Weeks, moderate | Months, high cost |
Risk Score = (Impact x 3) + (Uncertainty x 2) + (Ease x 1)
| Priority | Score | Action |
|---|---|---|
| Test first | > 12 | Immediate |
| Test soon | 8-12 | Schedule |
| Test later | < 8 | Backlog |
We believe [doing X] for [user type] will achieve [outcome].
We will know this is TRUE when we see [measurable signal].
We will know this is FALSE when we see [counter-signal or absence of signal].
| Category | Methods |
|---|---|
| Value | Landing page, Fake door, Mom Test interviews |
| Usability | Prototype testing, 5-second tests, Task completion |
| Feasibility | Spike, Technical prototype, Expert review |
| Viability | Lean Canvas review, Stakeholder interviews |
| Result | Criteria | Action |
|---|---|---|
| Proven | >80% meet success criteria | Proceed |
| Disproven | <20% meet criteria | Pivot or kill |
| Inconclusive | 20-80% | Increase sample, try different method, segment |