We pressure-test the thesis behind your next big bet
(with real customer interviews, not whiteboard assumptions)
What we do is simple, but not shortcut-able.
We help innovators make faster, better decisions by having 1:1 customer interviews with the people they're actually building for.
For example:
Healthcare and Wellness · Consumer Tech · Enterprise AI
These aren't user interviews about whether someone likes your product or where the bugs are. We have the conversation about hopes, dreams, backgrounds, families, spending, and pain points.
This is where we find the category-defining value that creates a moat.
We treat every customer interaction like it's gold.
Customers don't share neatly labeled pain points or finished answers. The skill is asking the right questions, listening for what's underneath, and knowing which sentences are the signal.
We fully manage 1:1 interviews, pull out the insights that matter, and help you apply them across the org.
We start by figuring out what you're tackling and design an interview plan to deliver the information that'll unblock it.
20–40 deep interviews with the customers who matter, recorded and transcribed. We do the recruiting, the asking, the noticing. You stay focused on running the company.
Every claim ties back to a customer voice. You get a buying thesis your whole team can act on.
Three founding teams, same product category, all certain they understood their buyer. None of the three answers matched what the buyers actually said.
Pulled the synthesis from four engagements in one category. The shared thread isn't the customer — it's the same wrong assumption about where loyalty comes from.
The single question that has produced more usable insight than any other in the last hundred interviews. Free, in this issue.