Incy TemplatesCustomer Discovery Kit
A set of customer conversations that produce real evidence instead of polite agreement.
Founders run interview after interview, but the interviews are shaped by what they already believe: leading questions, pitching before listening, and treating polite interest as evidence. The round feels productive and produces nothing anyone can actually act on.
When to use it
Use once the Product Idea Assessor says you need more evidence, before you write a business plan or start building anything.
When not to use it
Not useful once you already have paying customers to learn from — this is for early, pre-build discovery, not ongoing customer feedback.
The method
Plan who to talk to and build a script that asks about people's past and present, not their hypothetical future (the Customer Interview Planner). Get as far as you can into understanding their situation before you mention your idea at all, ask 'why' past the first, rehearsed answer, and write down what surprised you immediately after each conversation, logged against your assumptions rather than mixed in with tasks (the Assumption and Evidence Tracker). Keep going until interviews stop surprising you. The Evidence Analyser Tool then scores what you've gathered — how many people, how open your questions really were, whether you heard real past behaviour or just opinions, whether anyone showed a costly commitment, and whether a pattern is actually forming — and caps the score when leading questions mean the pattern itself can't be trusted yet.
Ways to use this
Recommended starting point: Customer Discovery Kit: the GuideTemplate — Do it yourself
Source
Developed from A Bit Gamey material on running customer interviews that avoid leading questions and confirmation bias, including the 'ask about the past, not the future' and 'stop pitching before the interview starts' techniques.