The Mom Test Rules

A framework for customer discovery that ensures interviews yield factual truths about problems and behaviors rather than misleading compliments [1][2].

Core Principles

1. Talk about their life, not your idea

• Goal: Avoid contaminating the conversation with bias by mentioning your solution [7].
• Action: Ask "How do you currently solve this problem?" instead of "Do you like this idea?" [1][2].
• Rationale: The moment you mention your solution, you shift from learning to pitching [7].

2. Ask about specifics in the past, not hypotheticals

• Goal: Prioritize what they did over what they say they'll do [1][2].
• Action: Ask "What did you do the last time you faced this?" instead of "Would you pay for this?" [1][2].
• Rationale: Past behavior is the only reliable predictor of future intent [2].

3. Talk less and listen more

• Goal: Be a detective, not a pitcher [4].
• Action: Ask a good question and then "shut up" [1][4].
• Rationale: Your job is learning, not talking; push for the next step (commitment) only after listening [4].

Actionable Playbook

Before the conversation

• Know the three most important things you need to learn [4].
• Prepare three key questions with your team [6].

During the conversation

• Use the Mom Test rules [1].
• Push for real commitments: time, money, or concrete next steps [4][5].
• Ask the hard question you're secretly afraid to ask (the one that could invalidate your business) [4].
• Dig beneath signals: "What else have you tried?" "Where does this rank in priorities?" [7].

After the conversation

• Review notes with the team immediately [7].
• Transfer insights to permanent storage [7].
• Update beliefs and plans based on what you learned [7].
• Decide the next three big questions to answer [7].

Related problems in folio

• attention-disclosure: Phone-free walks/dinners disclose what matters before app design—The Mom Test validates this by prioritizing disclosed behavior over promised features [self/inquiry/problems/attention-disclosure].
• decision-making: Notes I capture and search change decisions more than tabs I read—The Mom Test ensures those notes contain facts (past behavior) not opinions (future promises) [self/inquiry/problems/decision-making].
• performance-trap: If it is not in folio first, it will not ship—The Mom Test ensures folio entries are grounded in truth (behavior) not compliments (praise) [self/inquiry/problems/performance-trap].