This is a YouTube video titled "Interview Your Customers and Listen for Negative Feedback #shorts" containing a monologue or talk from October 2, 2022, emphasizing the importance of interviewing customers openly, including listening to negative feedback to drive meaningful product improvements and roadmap decisions.
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.
