To design and run experiments to test your most risky assumptions early on in the process, may sound logical, but is not that easy. With the help of Andy Cars, Lean Ventures, a number of methods to verify business model assumptions, or “hallucinations” to quote Steve Blanks, were tested. Focus this time was, among other things, on how to interview customers to gain valuable and useful information while minimizing bias. The art of interviewing, avoiding closed or leading questions, does not come naturally and demands a lot of practice. If there’s a problem worth solving and how we best can iterate a solution, is what we’re trying to figure out by utilizing a Lean Startup approach. Time to practice all the good advice given by Andy Cars.