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…[the] phrase ‘Remind us…’ is useful, because most interviews include content the team has heard before, at some point or another.

After interviewing the experts and organizing your notes, the most important part of your project should jump right out of your map, almost like a crack in the earth.

Make sure potential interview candidates match your screening criteria. With only five interviews, it’s important to talk to the right people.

One-on-one interviews are a remarkable shortcut. They allow you to test a façade of your product… But they also offer an important insight that’s nearly impossible to get with large-scale quantitative data: why things work or don’t work.

When all you have is statistics, you have to guess what your customers are thinking. When you’re doing an interview, you can just…ask.

Every interview draws you and your team closer to the people you’re trying to help with your product or service.

Good interviewers excel at listening closely to what customers say, repeating statements to ensure understanding, and asking additional probing questions to illuminate the problem space.

The central premise [of motivational interviewing] is that we can rarely motivate someone else to change. We’re better off helping them find their own motivation to change.

One of the most overlooked strengths in America today can be expressed in one word: resilience. It’s invisible on resumes. It’s hard to spot in a brief interview.

Highly structured interviews may not be as fun as a couple rounds of drinks at a speakeasy. But if a carefully scripted approach produces better results, it’s hard to argue against it.