What is in the book?

We wrote the book to help people learn how to talk to their real or potential customers. Given that we all communicate with other people every day, you would think this would be an easy task, but our instincts tend to be all wrong. After watching countless entrepreneurs and intrapreneurs struggle with customer development concepts, we decided to put together this short, practical guide.

The book takes you through the story of two entrepreneurs doing customer discovery for the first time, and then proceeds to give you concrete tactics, tools and examples to answer key questions such as:

  • Who do you need to learn from?
  • What do you need to learn from the market?
  • How do you find the right people to interview?
  • How can you ensure an effective session?
  • How do you turn observations into decisions and actions?
  • How can you avoid the most common mistakes people make?


What are people saying about the book?

Talking to Humans is the perfect complement to the existing body of work on customer development. If you are teaching entrepreneurship or running a startup accelerator, you need to make it required reading for your students and teams. I have. ”

Steve Blank, Entrepreneur, educator and author of The Startup Owner’s Manual

“If entrepreneurship 101 is talking to customers, this is the syllabus. Talking to Humans is a thoughtful guide to the customer informed product development that lies at the foundation of successful start-ups.”

Phin Barnes, Partner, First Round Capital

“The book is really great! It perfectly fills the gap for a practical, step-by-step guide to conducting customer discovery. I’m updating my syllabus now to incorporate Talking to Humans into my class immediately as required reading.”

Cynthia Franklin, Senior Associate Director, Berkley Center for Entrepreneurship, NYU Stern

“Giff has been one of the thought leaders in the lean startup movement from the very beginning. Entrepreneurs in all industries will find Talking to Humans practical, insightful, and incredibly useful.”

Patrick Vlaskovits, NYT bestselling author of The Lean Entrepreneur

“Getting started on your Customer Discovery journey is the most important step to becoming a successful entrepreneur and reading Talking To Humans is the smartest first step to finding and solving real problems for paying customers.”

Andre Marquis, Executive Director, Lester Center for Entrepreneurship, University of California Berkeley

“A lot of entrepreneurs pay lip service to talking to customers but you have to know how. Talking to Humans offers concrete examples on how to how to recruit candidates, how to conduct interviews, and how to prioritize learning from customers more through listening versus talking.”

Ash Maurya, Founder of Spark59 and author of Running Lean

“A must read for anyone who is considering creating a startup, developing a new product or starting a new division. Read this book first – a great guide to the evolving art of customer discovery. Don’t waste your time building products that your customer may or may not want.”

John Burke, Partner, True Ventures


“This is a great how-to guide for entrepreneurs that provides practical guidance and examples on one of the most important and often under practiced requirements of building a great startup—getting out of the office, talking directly with customers and partners, and beginning the critical process of building a community.”

David Aronoff, General Partner, Flybridge Capital


Current and future customers are the best source of feedback and insight for your new product ideas. Talking to them is intimidating and seemingly time-consuming. In this focused, practical, down-to-earth book Giff Constable demystifies the art (not science) of customer discovery helping entrepreneurs and product veterans alike learn how to build a continuous conversation with their market and ensure the best chances of success for their ideas. Want to know what your audience is thinking? Read this book!”

Jeff Gothelf, author of Lean UX

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