How to Continuously Grow & Improve Your Business With Customer Interviews by Étienne Garbugli

How to Continuously Grow & Improve Your Business With Customer Interviews

Step-by-step process for finding your customers' unmet needs, deciding what to build, and refining your pitch & targeting.

How do you uncover unmet needs in the market?

How do you discover what your customers want? How do you decide what to build? How do you figure out what businesses will pay for?

Does it start at the drawing board? 
Is it about listing thoughts and ideas in Excel? 
Throwing spaghetti at the wall, hoping something sticks?


The answers to those questions are found outside the building, not inside; they can only be uncovered by speaking with prospects and customers.

What's more impactful than truly understanding the people and businesses you're selling/building for?

Two hours of customer interviews can save you months building the wrong thing or going down the wrong path.

Through interviews, you learn who your customers are, what they need, and why they need it. You learn what to build, and what not to build.

People know this, but few actually do customer interviews.

The course is based on my experience validating 25 businesses in the past 10 years. It also leverages research completed during the writing of Lean B2B, my book on customer development, now used by thousands of entrepreneurs and innovators around the world.

Knowing how to effectively interview potential customers may be the most valuable skill I’ve learned.

Done right, it gives you the ability to find game-changing insights and create new value, time and time again.

In this training, I’ll show you exactly how to use customer interviews to find the unmet needs of your customers, how to identify what to build, and how to continuously refine and improve your pitch and targeting.

You'll learn:

  • How to ask the right interview questions each step of the way so that you get actionable insights from your prospects and customers
  • How to identify which features businesses will pay for, and which ones are nice-to-haves, so you that can base your business on learnings, not assumptions
  • How to ask valid questions, so you can learn from every customer interactions
  • How to make critical product, positioning, and growth decisions using unambiguous customer data to unlock new growth and paths to differentiation
  • How to overcome your fear of talking to customers, so you can learn to interview with confidence
  • How to recruit and mobilize interview participants to create a steady stream of customer insights

It includes everything you need:

  • 70 Minutes of Video Lessons to Show You Exactly How to Go About Learning from Customer Interviews in B2B
  • Ready-to-Use Scripts and Templates to Help You Get Started Fast
  • Lifetime Updates

Money-Back Guarantee ✅

If, for whatever reason, this course does not live up to its promises in your eyes, just contact me within 30 days of purchase and I will refund your money. Simple as that. :-)

What's included?

Video Icon 7 videos File Icon 4 files Text Icon 3 text files
Lesson #1 – The Value of Interviewing Customers in B2B
7 mins
Lesson #2 – Getting Started Interviewing Prospects & Customers
11 mins
Lesson #3 – Sourcing and Scheduling Interview Candidates
15 mins
Lesson #3 - Cold Email Sample Script
Lesson #4 – Conducting Effective Customer Interviews
18 mins
Lesson #5 – Turning Interview Insights Into Action
7 mins
Lesson #6 – Asking the Right Questions Each Step of the Way
15 mins
1 min
Scripts, Templates & Worksheets
Interview Script – Finding Business Problems.xlsx
11.7 KB
Interview Script – Value & ROI.xlsx
11.7 KB
Interview Script – Buying Processes & Influencers.xlsx
11.7 KB
Interview Script – Channels & Differentiation.xlsx
11.6 KB
Contacts & Links
Useful Links
Get in Touch

Frequently Asked Questions (FAQs)

Do I have to complete the course in a certain amount of time?

No. The course is built for you to learn at your own pace. Just dive in whenever you have time.

What happens after I sign up?

Once you sign up on the platform, you’ll receive login instructions where you can access the course from any device.

How long will I have access to the course?

Forever. After you sign up you will be able to access the course lessons whenever you like and across any device you own.

What if I have questions?

Simply send me an email at

How can I pay?

You can pay with your credit card or via PayPal. If you’re in the US you should be able to use PayPal credit, where PayPal will make the payment for you and then you pay them in an interest-free payment plan. You just need to sign-up and get approved.

Can my employer pay for the course?

Absolutely! If you have an employer who is happy to cover the costs of the course then they can either pay through the normal way on our course site, or you can contact us and let us know the details for invoicing.

What if I don’t don’t like it?

If, for whatever reason, this course does not live up to its promises in your eyes, just contact me within 30 days of your purchase and I will refund your money. Simple as that. :)