The Mom Test Summary

How do you know if your business idea is worth pursuing when everyone around you might be lying to spare your feelings? The Mom Test shows you how to uncover the truth.

1. Stop Pitching, Start Asking

Many entrepreneurs make the mistake of pitching their ideas too early. Instead of talking about your idea, focus on asking questions that reveal your customers' real problems. This approach helps you understand their needs and whether your idea addresses them.

When you pitch, people often feel pressured to be polite, leading to false encouragement. Instead, ask about their experiences and challenges. For example, if you're building a recipe app, don't ask, "Would you use this app?" Instead, ask, "How do you currently find recipes, and what frustrates you about that process?"

By asking the right questions, you gather useful data that helps you refine your idea. This data is far more valuable than vague compliments or empty promises.

Examples

• A founder of a fitness app asked gym-goers about their workout routines instead of pitching the app, uncovering a need for better tracking tools.
• A software developer learned that small businesses struggled with invoicing by asking about their accounting processes.
• A coffee shop owner discovered customers wanted more vegan options by asking about their dietary preferences.

2. Good Data vs. Bad Data

Not all feedback is helpful. Good data comes from honest, specific answers about real problems. Bad data, on the other hand, includes vague compliments, white lies, or overly optimistic promises.

For instance, if someone says, "That sounds like a great idea," it doesn't mean they'll buy your product. Instead, ask questions that reveal their actual behavior. "How do you currently solve this problem?" or "What have you tried before?" are better questions.

Good data helps you understand what people truly need and are willing to pay for. Bad data, like empty praise, can lead you down the wrong path and waste your time and resources.

Examples

• A tech startup avoided building unnecessary features by asking users what they disliked about existing tools.
• A baker learned that customers preferred smaller, affordable cakes by asking about their buying habits.
• A tutor discovered parents wanted flexible scheduling by asking about their challenges with after-school programs.

3. Compliments Are a Red Flag

Compliments might feel good, but they often signal disinterest. When people aren't interested in your idea, they may use compliments to avoid confrontation.

For example, if an investor says, "This is a fantastic idea," but doesn't ask follow-up questions, they're likely not serious. Real interest comes with specific questions about timelines, costs, or implementation.

To avoid being misled, focus on securing commitments. Ask for concrete actions, like a pre-order, a deposit, or a follow-up meeting. This approach separates genuine interest from polite dismissal.

Examples

• An entrepreneur asked investors for a small initial commitment and quickly identified who was serious.
• A designer offered early-bird discounts to gauge real interest in her product.
• A consultant asked potential clients to sign a letter of intent, filtering out those who weren't committed.

4. Commitment Over Compliments

True interest is shown through action, not words. Investors or customers who are genuinely interested will commit in some way, whether it's financially or through their time.

For instance, if someone says they love your idea but won't commit to a small deposit, they may not be as interested as they claim. Asking for a commitment forces people to reveal their true intentions.

This approach saves you time and energy, allowing you to focus on those who genuinely believe in your idea and are willing to support it.

Examples

• A startup secured funding by asking investors for a small initial payment to demonstrate commitment.
• A photographer pre-sold sessions to gauge interest in a new service.
• A software company offered discounted pre-orders to test demand for their product.

5. Narrow Your Focus

Trying to appeal to everyone is a recipe for failure. Instead, focus on a small, specific group of target customers. This approach allows you to deeply understand their needs and create a product that truly solves their problems.

For example, instead of targeting all fitness enthusiasts, focus on a niche like marathon runners training for their first race. This specificity helps you tailor your product and marketing efforts.

By narrowing your focus, you can create a product that resonates deeply with a specific audience, increasing your chances of success.

Examples

• A meal prep service targeted busy parents, offering kid-friendly, healthy options.
• A language app focused on travelers needing quick conversational skills.
• A clothing brand designed a line specifically for petite women, addressing a gap in the market.

6. Talk to Real Customers

You can't guess what your customers want—you have to ask them. Go out and talk to the people you're trying to serve. Learn about their challenges, preferences, and habits.

For instance, if you're building a tool for freelancers, talk to freelancers about their daily struggles. Ask open-ended questions to uncover insights you might not have considered.

These conversations provide valuable information that helps you refine your idea and ensure it meets real needs.

Examples

• A coffee shop owner surveyed customers about their favorite drinks and adjusted the menu accordingly.
• A fitness trainer asked clients about their workout goals and created personalized plans.
• A tech startup interviewed small business owners to understand their software needs.

7. Keep It Casual

Formal meetings can be intimidating and unproductive. Instead, aim for casual, relaxed conversations. This approach makes people more comfortable and willing to share honest feedback.

For example, instead of scheduling a formal meeting, invite someone for coffee. Ask about their day and ease into the conversation about your idea.

Casual settings encourage openness and help you build genuine connections with your customers or investors.

Examples

• A public speaker networked at conferences, gathering feedback over coffee breaks.
• A fashion designer visited local boutiques to chat with owners about trends.
• A software developer joined online forums to discuss challenges with potential users.

8. Avoid Leading Questions

Leading questions can bias the feedback you receive. Instead of asking, "Wouldn't this app make your life easier?" ask, "How do you currently solve this problem?"

Neutral questions encourage honest answers and help you avoid building a product based on false assumptions.

By asking open-ended, unbiased questions, you gather more accurate and useful information.

Examples

• A marketer asked customers how they discovered new products instead of assuming they used social media.
• A restaurant owner asked diners about their favorite dishes rather than suggesting menu items.
• A tech startup asked users about their workflow challenges without mentioning their product.

9. Iterate Based on Feedback

Feedback is only valuable if you act on it. Use the information you gather to refine your idea, test new approaches, and improve your product.

For example, if customers say they want a simpler interface, prioritize that in your next update. Show them you're listening by making changes based on their input.

This iterative process helps you create a product that truly meets your customers' needs.

Examples

• A fitness app added a feature for tracking water intake after users requested it.
• A bakery introduced gluten-free options based on customer feedback.
• A software company simplified its onboarding process after users reported confusion.

Takeaways

1. Write down three open-ended questions to ask your target customers about their challenges and habits.
2. Identify a small, specific group of people who would benefit most from your product and start conversations with them.
3. Test interest by asking for a small commitment, like a pre-order or deposit, to separate genuine interest from polite compliments.