Talking to 10 customers before you build your startup might sound simple, but it is one of the most powerful validation steps you can take. Too many founders skip this stage and dive straight into building, only to discover months later that nobody wants their product. By having early conversations, you can quickly confirm whether your idea solves a real problem and deserves your time and energy.
Ten conversations may not feel like much, but they can completely change your perspective. These are not about building statistical certainty. They are about surfacing patterns and hearing real-world pain points in people’s own words. If multiple customers describe the same frustration, you know the problem is worth solving. And if no one seems to care, that is equally valuable because it prevents wasted effort. Startup success is less about having the perfect idea and more about reducing risk quickly. Talking to 10 customers forces you to test assumptions early and make evidence-based decisions instead of relying on hope.
Every founder begins with assumptions about what customers want. You assume the problem exists. You assume people will care enough to pay for a solution. But without proof, these are just guesses. Talking to 10 customers helps you transform those assumptions into evidence. Instead of pitching your product idea, listen closely. Ask about how they currently deal with the problem. Encourage them to share frustrations and stories. When you stop selling and start listening, you uncover the insights that truly matter.
Finding your first ten people to talk to is not as hard as it seems. Start with your network and branch out from there. LinkedIn groups, online forums, and professional communities are all full of people who may fit your target audience. The key is relevance. A conversation with someone who is not your customer type can feel encouraging, but it will not validate your idea. Make sure your ten conversations are with people who represent your real market.
The success of talking to 10 customers depends on asking open, exploratory questions. Instead of leading with “Would you use my product?” focus on uncovering pain points and behaviors. Ask things like: What is the hardest part about this problem? How do you currently try to solve it? What frustrates you most about existing tools? If you could wave a magic wand, what would change? These questions reveal whether the pain is real, how urgent it is, and what customers truly value.
When you complete these ten conversations, look for signals. Are people describing the same core issue? Do they express frustration or eagerness for a better solution? Are any of them willing to pay now for a fix? If the answers are no, that is not a failure. It means you just avoided wasting months on a product that would have flopped. If the answers are yes, you now have early validation to guide your MVP and investor pitches.
In the rush to build, founders often overlook the simplest form of validation. Talking to 10 customers before building is not just an optional step. It is the foundation of smart entrepreneurship. Those conversations save time, save money, and point you toward product-market fit faster than any guesswork. Before you write a line of code, schedule those ten conversations. The insights you uncover will be worth far more than any feature you could build today.
