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Spoke · Cheatsheet · 4 min read

Mom Test cheatsheet — one-page reference

Print it (Ctrl/Cmd+P), pin it next to your desk, run interviews without re-reading the book every time.

The Mom Test — Cheatsheet

Customer Interview Reference · Adapted from Rob Fitzpatrick

The 3 rules

  1. 1. Talk about their life, not your idea.
  2. 2. Ask about specifics in the past, not generics in the future.
  3. 3. Talk less, listen more.

✓ What to ask

  • "Walk me through the last time..."
  • "What did you do? What worked?"
  • "How much do you currently spend on this?"
  • "Show me how you do this today."
  • "Who else faces this problem?"

❌ What to avoid

  • "Would you use this?"
  • "Do you think this is a good idea?"
  • "Would you pay $X for this?"
  • "What features would you want?"
  • Anything starting with "would you..."

❌ What to ignore (compliments)

  • "That\'s a great idea!"
  • "I\'d definitely use that."
  • "This is so needed."
  • "Send me a link when ready."
  • "How much will it cost?"

⭐ What to look for (real signals)

  • Time: they describe a specific recent event without being prompted
  • Money: they\'re currently spending on the problem (tools, contractors, hours)
  • Workflow: they describe specific steps and pain points without you asking
  • Commitment: they introduce you to a colleague, book a follow-up, or pre-order
  • Emotion: their language gets specific and animated when describing the problem

Interview checklist

  • ☐ Recruited 20+ candidates (you\'ll need 12–15 actual conversations)
  • ☐ Screener filters out non-ICP (single behavioral question minimum)
  • ☐ Recording set up with explicit consent
  • ☐ 60-min calendar slot blocked, no NDA
  • ☐ Pre-read sent (1 paragraph) so they show up prepared
  • ☐ I\'m ready to talk 20%, listen 80%
  • ☐ I have a commitment ask ready for the wrap
  • ☐ Synthesis template open for tagging within 24 hours

Full guide: gonogo.team/the-mom-test · Buy the book: momtestbook.com

Press Ctrl/Cmd+P to print this cheatsheet

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Frequently asked questions

Can I print this cheatsheet?+
Yes — the page is designed to print cleanly on a single A4 or US Letter page. Use your browser's Print function (Ctrl/Cmd+P). The CTA section won't print so the actual reference fits.
Should I bring this to interviews?+
Keep it visible but don't read from it. Glancing down at a cheatsheet during an interview signals to the interviewee that they're a checklist item. Better: read it before the interview, leave it next to your notebook for emergencies.
What's the most important thing on this cheatsheet?+
The "what to ignore" section. Founders fail Mom Test interviews not by asking the wrong questions, but by mistreating compliments and verbal interest as signal. If you only memorize one part of this cheatsheet, memorize that one.

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