Introduction
One round of interviews gives you a snapshot. A regular habit gives you a living understanding of your market that keeps getting better.
The goal is simple: talk to at least two customers or prospects every month. Not as a formal research project, but as part of how you work. A twenty-minute call with someone who just bought, someone who nearly bought, or someone who chose a competitor will teach you more than any dashboard.
This chapter helps you build that rhythm into your calendar. You will learn how to keep a pipeline of people willing to talk, how to fit interviews into your existing schedule, and how to make sure what you hear actually reaches the people who need it most.
