Who to Target for Problem Discovery Interviews
Finding Prospects Is Like Fishing
You need to have a clear understanding of:
- What type of fish you're looking to catch (qualifying criteria)
- Where to find them (channels)
- What bait to use (prospecting recipe)
The Golden Rule of Targeting
Since the goal of problem discovery is understanding how people currently get a job done with existing alternatives, you should target people who have recently attempted to use one or more of the popular existing alternatives.
Target Based on Recent Switching Behavior
Target people who have either purchased or used an existing alternative within the last 90 days.
Why the 90-day window matters:
- Too recent (< 30 days): Haven't used the solution enough, can't evaluate if it solved the problem
- Just right (30-90 days): Clear memory of the purchase journey, enough usage to evaluate effectiveness
- Too long ago (> 90 days): Memory fades, details get fuzzy, rationalization replaces reality
The Perfect Prospect Profile
Create a specific profile for your ideal interviewee:
- Demographics: Job title, company size, industry, geography
- Behavioral: Recently purchased/used, currently struggling with, has budget for, is actively looking for
The "Switchability" Test: The best prospects have switched before, have budget authority, have felt recent pain, and are accessible.
Where to Find People to Interview
The "I Don't Know Anyone" Myth
Most founders say: "I don't know anyone who fits my target profile."
But here's the truth: You know more people than you think. And those people know the people you need.
Start With People You Know
Start with people you know who fit your target profile. Some are wary that feedback received from close contacts may be biased. I think talking to anyone is better than talking to no one.
The 2-3 Degrees Strategy
Then use them to get two or three degrees out to find other people to interview.
- Degree 1 (Your direct network): Friends, former colleagues, LinkedIn connections, alumni groups
- Degree 2 (Their networks): "Do you know anyone else who..." Referrals from your first interviews
- Degree 3 (Extended network): Referrals from referrals, community introductions
The Three Prospecting Channels
Channel 1: Warm Network
- Response rate: 40-60%
- Best for: First 10-20 interviews
- Pros: Highest response rate, easier to book, more candid conversations
Channel 2: Communities & Events
- Response rate: 25-40%
- Best for: Ongoing pipeline building
- Pros: Built-in credibility, shared interests, ongoing relationships
Channel 3: Cold Outreach
- Response rate: 5-15%
- Best for: After you've refined your messaging
- Pros: Unlimited scale, perfect targeting possible
The Sequencing Strategy
Phase 1 (Week 1-2): Warm Network - Interview 5-10 people you know
Phase 2 (Week 3-4): Warm Referrals - Interview referrals from Phase 1
Phase 3 (Week 5+): Strategic Cold Outreach - Now you know your message
7 Proven Prospecting Recipes
Each prospecting recipe is a proven approach for reaching specific types of prospects. Follow the formula, adjust for your context, and you'll get reliable results.
Friends and Family
When to use: Your very first interviews (1-5)
Template: "Hey [Name], I'm working on understanding how people in [industry/role] handle [problem area]. I know you recently [specific behavior]. Would you be willing to spend 30 minutes telling me about that experience? I'm not pitching anything - just trying to understand the landscape. I'd really appreciate the practice."
Warm Referrals
When to use: After each interview (your primary scaling mechanism)
During interview: "This has been super helpful. Do you know anyone else who's recently [purchased/used/switched to] [existing alternative]?"
Follow-up email: "Hi [Name], [Mutual Friend] mentioned you recently [specific behavior] and thought your insights would be valuable. Would you be open to a 30-minute conversation?"
Play the Local Card
When to use: Targeting people in your geographic area
Template: "Hi [Name], I noticed you're also based in [City] and work in [industry]. I'm researching how [specific role] in our area handle [problem]. Would you be open to a quick coffee at [Local Spot]? I'm not pitching anything - just trying to understand the landscape here. Happy to buy the coffee!"
Existing Customers
When to use: If you already have customers (even for a different product)
Template: "Hi [Name], hope you're enjoying [your product]. I have a quick favor - I'm exploring how teams like yours handle [adjacent problem area]. This is pure research - not a sales pitch. Would you be open to a 20-minute call?"
Pose as a Marketer
When to use: Approaching people active in specific markets
Template: "Hi [Name], I'm conducting research on how [specific role] make decisions about [product category]. I noticed you're actively using [specific tool]. Would you be willing to spend 20 minutes sharing your insights? I'm happy to share the aggregated findings with you afterward."
Pose as a Blogger/Content Creator
When to use: When you actually plan to write about your findings
Template: "Hi [Name], I'm writing an article about how [specific role] are handling [problem/trend]. I noticed you recently [specific behavior]. Would you be willing to share your experience in a 30-minute interview? I'll send you the draft before publishing, and you'll get full credit for your insights."
Pose as a Researcher
When to use: For more formal industries or systematic research
Template: "Hi [Name], I'm conducting a research study on how [specific role] are approaching [problem area], and your experience would be valuable to include. The study examines [brief description]. All participants receive the final report. Would you be willing to participate in a 30-45 minute interview?"
The Formula That Works: (1) Personal connection or context, (2) Specific reason you're reaching out to them, (3) Clear ask (time, topic, format), (4) Easy response (specific time options), (5) Assurance it's not a pitch
Pipeline Management
The Pipeline That Runs Itself
Forget complex CRMs. You need one spreadsheet with five columns:
TODO → CONTACTED → RESPONDED → BOOKED → DONE
(40) (20) (10) (8) (6)
Move names left to right. Pipeline managed.
My Exact Pipeline Math
To get 10 solid interviews:
- 40 names identified
- ↓ (50% contacted)
- 20 people reached out to
- ↓ (50% respond)
- 10 responses received
- ↓ (80% book)
- 8 interviews scheduled
- ↓ (75% show)
- 6 interviews completed
- + follow-ups/referrals
- = 10 total interviews
This math has held true across 500+ interviews.
The Daily 15-Minute Pipeline Ritual
Every morning at 9am:
- 9:00-9:05: Move cards based on yesterday (new responses → RESPONDED, booked → BOOKED, completed → DONE)
- 9:05-9:10: Today's actions (who needs follow-up? booking link? reminder?)
- 9:10-9:15: Fill the top (add 5 new names to TODO, move 5 from TODO → CONTACTED)
15 minutes. Pipeline stays full. Nothing falls through cracks.
The Mindset That Makes It Work
Stop thinking: "I need to do 20 interviews"
Start thinking: "I need to move 5 names right each day"
The pipeline is not a task list. It's a machine. Feed the machine daily. Let the machine produce insights.
You Now Have All Three Core Skills
Congratulations! You've completed the three foundational skills of problem discovery:
- SKILL 1: Insight Capture - You can decode any interview
- SKILL 2: Interview Conducting - You can get anyone to open up
- SKILL 3: Prospect Finding - You can fill your pipeline at will
These skills are worth more than any MBA.
Ready to use them on real customers? Return to Workshop 2 to continue your 90-day validation journey with practical application of these skills in your startup.
