The Mom Test: 8 key ideas
The core ideas of The Mom Test, each in under a minute, written in our own words. Want the full depth? Get the book.
- IDEA 1 OF 8
Even your mother might mislead you
Fitzpatrick explains that people, even your own mother, will often tell you your business idea is good to be kind.
He offers rules for asking questions that even a loving mother could not mislead you with.
- IDEA 2 OF 8
Talk about their life
Instead of describing your idea, Fitzpatrick suggests asking people about their lives and problems.
Their real experiences reveal whether your idea is useful. In this view, people tend to say what you want to hear when you describe your idea, so their answers may not help.
- IDEA 3 OF 8
Ask about the past
Fitzpatrick recommends asking about specific past behaviour rather than future intentions.
What people did is more reliable than what they say they will do. In this view, a person who tells you what they did last time they faced the problem gives you facts rather than polite guesses.
- IDEA 4 OF 8
Listen more
Fitzpatrick encourages talking less and listening more.
Customers reveal useful information when given space. In this view, if you keep talking about your idea, you learn little, but if you ask and then stay quiet, people explain their real needs.
- IDEA 5 OF 8
Compliments mean little
Fitzpatrick warns that compliments are noise.
People may praise an idea without any intention of buying. In this view, kind words are easy to give and cost nothing, so they do not show that someone will actually become a customer.
- IDEA 6 OF 8
Avoid hypotheticals
Fitzpatrick warns against questions like would you buy this.
Hypothetical answers are unreliable. In this view, people are poor at predicting what they would do, and answers to such questions are often too hopeful.
- IDEA 7 OF 8
Seek commitment
Fitzpatrick suggests looking for commitment, such as time, money or introductions.
Real interest shows in action. In this view, a person who gives time, pays money or introduces you to others is showing real interest and not just being polite.
- IDEA 8 OF 8
Keep conversations casual
Fitzpatrick suggests keeping customer conversations informal rather than formal interviews.
People speak more honestly. In this view, a relaxed chat feels less like a test, so people are more likely to describe their real problems.
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