Stop Shipping Features Nobody Uses
You ran 12 customer interviews last quarter. You took notes. You reported findings. You built what they said they wanted. They didn't use it. This course teaches the interview framework that surfaces real behavior instead of wishful thinking. Scripts, templates, and synthesis tools built from 500+ PM coaching sessions.
The Problem This Course Solves
You talk to customers regularly. Maybe you even enjoy it. But your interview notes read like a feature request list. Customers say "I wish it could do X." You build X. Adoption flatlines.
You're doing interviews. The interviews are producing the wrong signal.
Here's what happens in most PM interviews. You ask about pain points. Customers describe their ideal solution. You write it down. That feels like discovery. It's not. It's a collaborative brainstorming session where the customer is being polite and you're looking for validation.
Real discovery uncovers behavior. What people actually do, not what they say they'd do. The difference between "I would definitely use that feature" and "Last Tuesday I spent 40 minutes on a workaround because this workflow doesn't exist." One is an opinion. The other is evidence.
In 500+ coaching sessions, this pattern shows up constantly. PMs who run interviews but ship features that miss. They're good at talking to people. Nobody taught them the difference between consumption questions and curiosity questions. Consumption questions harvest opinions. Curiosity questions surface behavior.
This course teaches that distinction and gives you a complete system for running interviews that change your roadmap. You stop building what customers ask for and start building what they actually need.
What You'll Learn
10 short videos. Interview scripts, question templates, and a synthesis framework you can use on your next call.
Why most customer interviews fail
The three anti-patterns that turn discovery into theater: leading questions, confirmation bias, and the "validation trap." You'll recognize yourself in at least one.
Consumption questions vs. curiosity questions
The core distinction. Consumption questions ask "Would you use X?" Curiosity questions ask "Walk me through the last time you dealt with this." One gets opinions. The other gets evidence.
The Interview Script Builder
A modular template for structuring interviews. Opening (build trust in 2 minutes), exploration (follow the thread, not the script), and closing (next steps that keep the relationship open).
Question templates by interview type
Problem discovery, solution validation, switching behavior, and post-launch feedback. Four scripts. Copy them verbatim or adapt to your context.
Frequency x Amplitude x Prevalence
How to quantify qualitative findings. A pain point that happens daily (frequency) but is mildly annoying (amplitude) for 5% of users (prevalence) is not the same priority as one that happens monthly but blocks revenue for 60% of accounts.
The Synthesis Framework
How to turn 10 interview transcripts into three product decisions. Pattern clustering, evidence weighting, and the "if we're wrong" test.
Avoiding leading questions
A practical drill. You'll rewrite 10 common interview questions from leading to open. This skill becomes automatic after one round.
Getting customers to say yes
Recruitment scripts for cold outreach, warm intros, and in-app intercepts. The response rate difference between "Can I pick your brain?" and "I'm studying how teams like yours handle X" is 3x.
Interview theater vs. real discovery
How to audit your own practice. If your interview notes always confirm your hypothesis, that's not good research. That's a script you already wrote.
Building a discovery cadence
How to run 2-4 interviews per sprint without it consuming your week. Calendar templates, async alternatives, and the minimum viable discovery practice.
Who This Is For
This is for you if:
- You're a PM with 3-10 years of experience who runs customer interviews but keeps shipping features that don't land
- You've never done formal discovery and want a repeatable system instead of ad hoc conversations
- You're a product leader setting up a discovery practice for your team and need a shared framework
- You got burned by a launch that customers asked for but never adopted
This is NOT for:
UX researchers who already have formal interview methodology training. Or PMs in their first 6 months who haven't shipped anything yet. You need the experience of shipping something that missed to understand why this framework matters.
What's Included
Total perceived value: $387. You pay $59.
What Others Say
"I was running interviews every sprint and somehow still surprised at launch. The consumption vs. curiosity distinction changed everything. My last three features landed exactly as expected."Senior PM, B2B SaaS (coached by Brennan Collins)
"The Frequency x Amplitude x Prevalence framework ended six months of prioritization arguments on my team. We stopped debating opinions and started scoring evidence."Product Lead, Healthcare Tech
"I thought I was good at customer interviews. Then I ran the anti-pattern audit on my last 10 transcripts. Seven out of ten had leading questions in the first five minutes. The rewrite drill fixed that in a week."PM, Enterprise Software
Get Started
Save with a bundle:
Discovery & Strategy Pack (Courses 1 + 2 + 3): $99 (save 40%)
Complete PM Foundations (all original 6 courses): $249 (save 28%)
The Full Catalog (all 12 courses): $449 (save 40%)
30-day money-back guarantee. If the playbook doesn't change how you run discovery, email us for a full refund.
Frequently Asked Questions
Ready to get started?
You ran 12 customer interviews last quarter. You took notes. You reported findings. You built what they said they wanted. They didn't use it. This course teaches the interview framework that surfaces real behavior instead of wishful thinking. Scripts, templates, and synthesis tools built from 500+ PM coaching sessions.