4.42 out of 5
80 reviews on Udemy

Practical Customer Development

The Mom Test with Rob Fitzpatrick
Rob Fitzpatrick
272 students enrolled
How customer conversations go wrong, and how to fix them
How to ask good questions to avoid biased and unreliable data
How to transition from learning into sales
Dealing with tricky situations like marketplaces or hostile meetings
How to spot problems in your recent meetings and to build the processes to avoid those mistakes in the future


They say you shouldn’t ask your mom whether your business is a good idea, because she loves you and will lie to you.

This is technically true, but it misses the point. You shouldn’t ask anyone if your business is a good idea. It’s a bad question and everyone will lie to you at least a little. It’s not their responsibility to tell you the truth. It’s your responsibility to find it.


Talking to customers is one of the foundational skills of both Customer Development and Lean Startup. We all know we’re supposed to do it, but nobody seems willing to admit that it’s hard to do right and easy to screw up.

This course is going to show you how customer conversations go wrong and how you can do better. It’s a quick, practical 2 hours of videos and workshops that will save you time, money, and heartbreak. 


While you can certainly benefit from this course as a solopreneur, the 4 workshops within it are designed to be done together with all the key decision makers from your team: product, sales, strategy, and any others whose jobs depend on understanding the customers.

You’ll finish with a customer learning plan, an audit of your recent key meetings, and a simple bare-bones process for capturing and spreading your customer insight in the future. 

Hope you’ll join us!

Practical Customer Development


A quick peek at who the course is for, what it covers, and how it can help you.

Time Costs

You're busy, and talking to customers takes time. In this section we look at how much time it actually takes, the scenarios where it's worth it, and those where it isn't.

The feedback fallacy and good data

The biggest mistake in talking to customers is believing that all feedback is good feedback. Because really, bad data is worse than worthless since it just makes you more confident about the wrong answer. In this section we learn how to ask good questions and avoid the feedback fallacy.

Customer learning goals
Figuring out whether they'll buy

One of our biggest challenges is figuring out whether someone is actually going to buy, or whether they're just being friendly and supportive about our idea. In this section we'll learn how to differentiate between the two.

Recent meeting audit
What's different in B2E and B2C

The process of learning changes a bit between selling to enterprises, consumers, and the SMEs in between. Understanding the differences can help ensure you're applying the tools to your own situation.

Tough conversations

Some customer conversations are great fun and go exactly as I've said so far. But others can get difficult. Whether you're talking to someone who is bored, hostile, or defensive, there's still usually a good solution. 

Learning from non-customers
Sharing the learning to your team

All the insight in the world is useless if it isn't in the heads of the people who are meant to be using it to make their decisions -- whether about product, strategy, marketing, sales, or anything else. In this section, we'll review the bare minimum processes and habits to ensure you don't waste the learning you've gathered.

Final thoughts

A quick review of what we've covered, and a few final words of advice as you set out to put this all into practice.

Assignment 4: Your Learning Plan
You can view and review the lecture materials indefinitely, like an on-demand channel.
Definitely! If you have an internet connection, courses on Udemy are available on any device at any time. If you don't have an internet connection, some instructors also let their students download course lectures. That's up to the instructor though, so make sure you get on their good side!
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2 hours on-demand video
Full lifetime access
Access on mobile and TV
Certificate of Completion