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.
I couldn’t seem to convince my writers that I was genuinely ok working with a super rough first draft — i.e., that I’d harbor no hidden judgment about their intelligence, commitment, or excellence at their craft.
So I came up with a new word. “Just give me a v0.crap.” (Pronounced “version zero dot crap”.)
v.0.crap works because it’s attuned to the psychology of the situation. It’s punching through our innate desire not to “look bad”, plus years of corporate conditioning that tells us not to share less-than-polished work. It’s easier for people used to delivering exceptional work to feel they’ve exceeded the goal of “crap”; they can sit comfortably in “good enough for the current purpose.”