Today I’m going to be a bit harsh - but still after 11 years in this industry it still upsets me.
I’m always surprised, no I am actually shocked by how many entrepreneurs don’t spend enough time talking to their potential customers.
I just don’t get it - WHY?
The cost of skipping this step is enormous - it can break your company?
Just think about it - all the wasted months building something nobody needs, pitching investors with the wrong story, or burning runway on the wrong priorities.
You might not like it, but the hard truth is this: if you’re not in constant dialogue with your market, you’re building blindfolded.
The Guessing Game
I see it far too often - founders that fall into the trap of assuming.
“I already know what my customers want.”
“My product will speak for itself.”
“If I like it, others will too.”
But these are guesses - and guessing is not how great businesses get built. The pattern is always the same: months of development, followed by silence from the market. Investors see it immediately. Customers ignore it completely.
Think back: - and let’s be honest about it…
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Have you ever added a feature that nobody used?
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Spent weeks perfecting a pitch that didn’t land?
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Felt confused about why people “don’t get it”?
All of that comes from not listening first.
Pick Up the Phone
The best way to get customer insights isn’t a survey or a fancy research tool. It’s as simple as daring to pick up the phone and call a potential client.
Most people actually want to talk about their job. They love sharing what works, what frustrates them, and what could be improved. Why? Because it makes them feel that they matter - that someone is listening, that someone cares about their opinion.
And you know what’s a magic bonus? Once they’ve given you feedback, they’re far more likely to try out your solution. They’ve invested their thoughts, and now they want to see the outcome. That means that they are more likely to become your customer and they are also more likely to refer you to others.
So instead of waiting for “the right time” or hiding behind emails, do this:
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Call three potential clients this week and ask them about their biggest challenges
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Listen more than you talk - your goal is to uncover problems, not pitch
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Write down their exact words - those words will become gold in your pitch and marketing
Every conversation is an investment in both your product and your relationship with the market. It’s such an easy thing to do that can be your turning point towards success.
Customer Conversations Will Make or Break Your Startup
Founders who make customer conversations a habit see results faster:
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Suddenly they have developed features people actually want to use - because customers asked for them
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They have messaging that resonates with their customers - because it reflects the vocabulary and words their customers use
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Easier fundraising - because investors hear proof that you understand the market - since you have taken the time to truly understand your customers and that they want to buy what you are building
Every time I’ve seen a founder lean into these conversations, their path to traction sped up dramatically.
And in some cases - for example if you are a deep-tech startup, you can build or develop your product together with your customers, so called pilots. And if you handle your cards right you can even get paid for doing those pilots. Let’s just grasp that for a second… You get paid to develop a product that they want to buy…
The Bottom Line
If you’re not talking to customers, you’re gambling with your startup.
If you are, you’re stacking the odds in your favor.
Your next move is simple: pick up the phone and talk to five prospective customers this week.
No excuses. Just do the work.
Great businesses aren’t built on guesses.
They’re built on conversations.