Once you see that an answer is not serving its question properly anymore, it should be tossed away. It's just their natural life cycle.
They usually kick and scream, raising one hell of a ruckus when we ask them to leave. Especially when they have been with us for a long time.
You see, too many actions have been based on those answers. Too much work and energy invested on them. They feel so important, so full of themselves. They will answer to no one. Not even to their initial question!
The hardest thing about customer interviews is knowing where to dig. An effective interview is more like a friendly interrogation. We don’t want to learn what customers think about the product, or what they like or dislike — we want to know what happened and how they chose... To get those answers we can’t just ask surface questions, we have to keep digging back behind the answers to find out what really happened.
A couple of months back, Craig mentioned in a video that he has a doc filled to the brim with snippets of text—nice words, compliments, and thanks that had been sent his way for his work. Whenever someone says something nice he just copy/pastes it into that doc.
It sounds silly at first and perhaps a little egotistical. Behold! I have a document that proves how great I am!
But I started doing it just to see what it feels like and…hey…actually? It’s so great! When I’m feeling low (often) or whenever the world feels unstable (extremely often) it’s so very nice to return to a few kind words about my work. It reminds me just how much these words of praise mean, it reminds me that I ought to pass that favor along.