Transcription:

They say that to bankrupt a fool, give him information. Practically everyone I’ve seen talk to customers (including myself) has been giving themselves bad information. You probably are too. Bad data gives us false negatives (thinking the idea is dead when it’s not) and—more dangerously—false positives (convincing yourself you’re right when you’re not).

There are three types of bad data:

1. Compliments

2. Fluff (generics, hypotheticals, and the future)

3. Ideas

Sometimes we invite the bad data ourselves by asking the wrong questions, but even when you try to follow The Mom Test, conversations still go off track. It could happen because you got excited and started pitching, because you had to talk about your idea to explain the reason for the meeting, or because the conversation is just stuck in hypothetical la-la-land.

These things happen. Once you start to notice, it’s easy to get back on track by deflecting compliments, anchoring fluff, and digging beneath ideas.

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