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It’s not about the answers you get, but about asking the right questions. The right questions will always lead to interesting and telling conversations. When you really want to understand your customers, avoid yes/no questions as well as your solutions, then you’ll have better conversations and will ultimately get to the heart of what really matters.
Here are three simple rules to live by when asking the right questions:
Talk about the customer’s life instead of your idea
Ask about specifics in the past instead of generalities or opinions about the future
Talk less and listen more
Share one example how asking the right questions helped you understand your project or your customer, which eventually helped you prove or disprove your assumptions.

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