You don't have to guess what to build.

Somewhere in your company someone is deciding what to build next. If that's you, this is a 28-page flyer with the questions that get customers to tell you what actually happened, plus a Claude prompt that turns the page into a course Claude tutors you through, one lesson at a time, until you can explain it back.

This is for you if

You have to decide what to build, and you don't want to guess.

  • You've got a hunch about a new product, feature or market and you're itching to start building.
  • You shipped something and people are actually buying it. Now you have to choose what to build next, which customers to focus on and which direction to take.
  • You just started a new job and you're now responsible for a product, or a set of products, you didn't build.

Something surprised you and you need to understand why.

  • One person did something strange. They used the product in a way you never designed for, or they don't fit any customer you've seen before: first corporate buyer, new geography, unexpected industry.
  • You launched with a certain customer in mind and then all kinds of people showed up. Industries you didn't target, segments you didn't see coming.
  • You assumed people would buy for themselves, but the signals smell like gifting, or like one person buying on behalf of another. Now you have two people to understand, the buyer and the user, and they may want completely different things.

You need to win more deals.

  • You can't quite explain who the product is for or why it wins, and prospects keep asking “compared to what?”
  • You're losing deals to competitors and the loss reasons in your CRM explain nothing.
  • Your sales cycle is a black box. Deals sit for weeks, people go quiet and you can't tell what actually moves someone from interested to signed.

What the flyer does

In every one of those situations you end up talking to customers and in every one of them the first conversations go badly for the same reasons. People say they would use it. People explain why they bought with a story they made up afterwards. You fill in the answer before they finish. The flyer names those mistakes and gives you the question to ask instead, so the next conversation produces something you can build on.

The prompt is the second half. Paste it into Claude, name the topic you want to get better at and Claude becomes your tutor: it explains one concept, asks you questions until you can explain it back, gives you one exercise and only then moves on. When you get stuck it rephrases instead of repeating itself. It ends with a challenge that ties the lessons together and a nudge to use them on something real.

Act as an expert tutor who helps me master any topic through an interactive, interview-style course. The process must be recursive and personalized.

Here is what I want you to do:
1. Ask me for a topic I want to learn.
2. Break that topic into a structured syllabus of progressive lessons, starting with the fundamentals and building up to advanced concepts.
3. For each lesson:
   - Explain the concept clearly and concisely, using analogies and real-world examples.
   - Ask me Socratic-style questions to assess and deepen my understanding.
   - Give me one short exercise or thought experiment to apply what I have learned.
   - Ask if I am ready to move on or if I need clarification.
The full prompt is in the flyer.

Knowledge is free. Practice isn't.

Everything I know about asking better questions fits on that page, so it's free. Read it, use the prompt, hand it to your team. I'd rather you had it than not.

Knowing what to ask has never been the hard part. Asking it in a live conversation, while a real person drifts off your script and you're busy thinking about your next question, is. That part you learn by repetition, which is what the practice conversations are for and the only thing I charge for.

Get the flyer

Leave your email and the flyer is in your inbox within a minute. No account, no card.

Over the following two weeks I'll send a few short emails on what I see teams get wrong in interviews. Concrete, no theory, unsubscribe in one click. When you want to try the prompt against a live agent instead of a chat window, the first practice conversation is free.

Send me the flyer

Your email. That's the whole form.