A talk on why you should interview customers openly and listen to both praise and complaints. Honest feedback, even the negative kind, shapes better products and roadmaps. Create space for customers to tell you the truth.
You need to interview your customers, and not just when you need quotes for an ebook or a marketing asset. You need to talk to them, and you need to be open and create a safe space so they can be negative. Because even the fans that you have, they have negative things to say because nothing's perfect. But you need to be just as receptive about the negative as the positive, because the negative is actually where you can create change. If someone comes to you and be like, everything's perfect. I'm good. I can't action on that. But if someone's able to tell you, like, hey, I like this, but I wish we could do this, you can action on that. Your customers will not only be able to create those ripples, but they can also create your roadmap. And a lot of times, they'll even tell you how to do it. They'll tell you exactly what they want, how they would use it, how it would help them. They can be such a core secret weapon for you. So talk to them and be okay with it. Not all being sunshine and rainbows.
