Katelyn Bourgoin, explains why the goal of customer interviews is not about pitching your product, but is really about understanding the customer buying journey.

It's not about showing them what your product is and getting their feedback. You want to understand what led them to begin pursuing a solution in the first place, because there's so much valuable insight there that can go into product design and marketing.

The customer buying journey starts with a trigger event. The trigger event is something that happens in your customer's life that makes them first realize they have a job to be done, that they have a problem that they need to solve. If somebody has not been triggered, they could look like an ideal customer for you, but they're not in the buying journey.

"The biggest mistake that people make with customer discovery is they talk to people who look like their ideal customers, as opposed to people who are actual buyers, people who are actually buying products from them today, or people who are looking for solutions, like the ones that they offer."