028: Yes, the easiest way to analyze discovery interviews is with the Yardstick of Pain.

When founders run discovery interviews, they don't know what they're searching for, so they don't know if they found it. Here's the most important quality to extract from an interview: Is there any evidence that the interviewee might care about your startup idea? To determine this, founders can apply Nascent's Yardstick of Pain™ as the first step to identifying people who might become customers. Previously in Episode 27, Mike introduced the Yardstick of Pain™ -- a three-part scale (hurting, fine, joyous). Here in Episode 28, Mike applies it in a case study where a founder wanted to pursue a startup idea ONLY if it might get CUSTOMERS. In this episode, you'll listen to real audio clips of real interviews and see how we categorized interviewees' Pain. Episode 028: Yes, the easiest way to analyze discovery interviews is with the Yardstick of Pain. See it applied in a case study. In this episode:(00:00) Most founders don't know what they're looking for(03:52) Meet Flora the founder (06:04) Founders' biases can cause misinterpretation(11:59) Words and tone reveal emotions (13:21) The Yardstick of Pain explains who might become a customer and why Are you new to the Nascent podcast? Start with Episode 019: https://www.nascentstartups.com/p/019-the-next-100-episodes-on-nascent Let's connect:Newsletter: https://nascentstartups.comMiro board with visuals and frameworks: https://miro.com/app/board/uXjVGhU2Xoo=/Work with Mike: https://nascentidea.comLinkedIn: https://www.linkedin.com/in/mikevladimerYouTube: https://www.youtube.com/@nascentideaSpotify: https://open.spotify.com/show/5BtFtYF6nVUkLu7d7VVnSYApple Podcasts: https://podcasts.apple.com/us/podcast/nascent-startups-podcast/id1728760830Twitter: https://x.com/NascentIdeaReach Mike at Podcast@NascentIdea.com Links and sources:Nascent Ep027: No, don't interpret discovery interviews by feel. Nascent Ep026: No, don't trust self-reported data from discovery interviews. Nascent Ep022: Yes, search for People in Pain. But they're invisible. Nascent frameworks referenced:Yardstick of Pain™ — A three-bucket emotional scale (hurting, fine, joyous) that founders apply to each discovery interviewee. Introduced in Episode 027, applied here.People in Pain™ — The first signal a startup might have a customer. Every customer starts as a Person in Pain. Defined in Episode 022.ERNY™ (Estimated Revenue Next Year) — Quantified $-value of a pivot built from the ground up with no customers today, calculated only using discovery interviews. Previewed at end of episode; see Episode 019 for the roadmap.