Talking to Humans

Constable wrote eighty eight pages on the qualitative half of customer development, with a foreword by Steve Blank and cartoons by Tom Fishburne. It covers who to talk to, how to find them, how to structure the conversation, how to get past what somebody says they would do to what they have already done, and how to decide what the answers mean. The brevity is the whole point, since it can be read in an hour and handed to a colleague who would never start a longer book. The author gives it away, which makes it the natural first thing to put in front of a team new to discovery.