The Mom Test

How to talk to customers & learn if your business is a good idea when everyone is lying to you


Your time is valuable. Don't risk wasting it by having bad customer conversations. Read this book!


Buy paperback Buy ebook

Testimonials & reviews


@robfitz Thanks for my copy of "The Mom Test"! Could not put it down on my way home from #leanconf

Karin Nielsen

Just finished reading "the mom test" by @robfitz and it is a brilliant read, full of useful tips and insight. Go get yourself a copy!

Mark Evans

Wow. This book created a paradigm shift in my understanding of how to ask good questions. I have a better understanding on how to write meaty questions. This book has leveled up my ability to conduct proper customer interviews.

Rob manages to discuss not only what questions are good or bad, but why. He uses great example business ideas which are easy to understand. Frames the examples with bad questions and explains in great length why they will lead us to false truths. He discusses our need for validation and how it outpaces our primary goal of gathering good data.

130 pages and I don't believe a drop of it was wasted. Streamlined and ended with a cheat sheet. Before buying I was skeptical of the $30 price tag; after reading, I understand that the price equates to the quality.

W. Goodwin

What's inside


People say you shouldn’t ask your mom whether your business is a good idea.

That’s true, but it misses the point. You shouldn’t ask anyone whether your business is a good idea. At least not in those words. Admittedly, your mom will lie to you the most (weird, right?). But everyone will lie to you at least a little.

Ultimately it's a bad question, and it’s not their responsibility to show us the truth. It’s our responsibility to find it. We do that by asking good questions.

Let's find out how.

  • Introduction

  • The Mom Test

  • Avoiding bad data

  • Asking important questions

  • Keeping it casual

  • Commitment and advancement

  • Finding conversations

  • Choosing your customers

  • Running the process

  • Conclusion and cheatsheet

Learn more




A note from the author


Rob Fitzpatrick is a tech entrepreneur, author, and partner at Founder Centric, where he helps accelerators and universities design and deliver better startup education programs. He has successfully bankrupted 3 companies, is a YCombinator alum, and has built products used globally by brands like MTV & Sony. He has raised funding in the US and UK and recently crowd funded a card game. He writes about early stage strategy at http://thestartuptoolkit.com and is the author of http://momtestbook.com about the practicalities of early stage customer development and sales.


The Mom Test

How to talk to customers & learn if your business is a good idea when everyone is lying to you

Your time is valuable. Don't risk wasting it by having bad customer conversations. Read this book!


Buy paperback Buy ebook