{"product_id":"customer-interview-guide","title":"The Customer Interview Guide","description":"\u003cp dir=\"ltr\"\u003e\u003cspan\u003eA two-page fillable PDF for running five customer interviews that return something you did not already believe.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eThe customer will give you back whatever you hand them. A leading question installs an answer, and the customer then believes it, which is why they can say it back to you with complete sincerity in the next session.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eThis is the instrument that stops it. The kill sentence written before the first interview, a recruiting screen, a question bank sorted into safe and leading, and a findings sheet with the unwelcome-finding line built in so it cannot be skipped.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cstrong\u003e\u003cspan style=\"color: rgb(192, 57, 43);\"\u003eWHAT'S INSIDE\u003c\/span\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eThe six rules — recruit on behaviour, ask about the last time, withhold your idea, ban your own vocabulary, follow money and effort, close on commitment.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eThe kill sentence — the finding that would end the idea, written down before anybody is asked anything. If you cannot write it, you are not running research.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eThe six tests — the kill sentence, past tense, vocabulary, behaviour, the unwelcome finding, consequence.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eA worked example — one finished findings page, including the release it stopped.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eInstrument No. 05 of The Assignment, published Monday 26 October 2026. A new task every Monday.\u003c\/span\u003e\u003c\/p\u003e","brand":"HelloitsDanielle","offers":[{"title":"Default Title","offer_id":67221610692826,"sku":null,"price":19.0,"currency_code":"CAD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0667\/7767\/8042\/files\/assignment-05-card-square_2x_35989253-ca04-4c36-8a11-0ee2d3ca3b6a.png?v=1790463090","url":"https:\/\/helloitsdanielle.com\/products\/customer-interview-guide","provider":"HelloitsDanielle","version":"1.0","type":"link"}