Reference: https://www.youtube.com/watch?v=qAws7eXItMk

1. One way to cheat and not talk to users is to be building for yourself
2. Who you talk to is very important. Group users.
3. Questions to be open ended, with no bias and direction - we should not lead users to an answer
4. Its not about features or the app itself that we should build. The objective is to get to the root of the problem.
5. Stay as far away as possible from potential features, need to go to the core problem.
6. Don't make assumptions, ask the stupid questions.
7. Don't ask people what they want. Do not ask anyone "is this feature good?", the question is, will they use it? Do they care about it enough?
8. Should we talk to people who are not creators but want to become one?
9. Ask the same question from multiple angles.
10. Use follow-up questions to go deeper
11. Don't show them the product/feature