Turning fluff into fact

Fluff is any answer that describes a general tendency rather than a specific event. It is not useless — it is a handle you can grab.

The move is always the same: hear the generality, ask for the last instance.

You: Do you ever run into that?

Them: Oh, all the time.

You: When did it last happen?

Them: Two weekends ago.

You: Can you talk me through it?

The first answer was worthless. Four sentences later you are inside a real story with real details you could not have invented.

Practise the pivot until it is automatic. It is the single highest-leverage sentence in customer discovery.

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