The business model canvas is a key tool for framing the business model while customer discovery is the technique by which hypotheses about the business model are tested. The process of customer discovery is a hypothesis-based approach where participants are encouraged to articulate their assumptions, test them in a structured manner, and quickly attempt solutions. We look at the emerging techniques in customer discovery, focusing on how to ask questions of potential customers in a way that yields meaningful answers. When asked about their behavior, customers tend to be “fuzzy about the past and optimistic about the future.” In nailing down their true needs, we try to structure questions in a way that focus on specific past behaviors as the best predictor of future behavior. We practice this in the classroom by encouraging role-playing where participants act out a “customer archetype” while others practice using good interview techniques. Students will walk away with specific questions about the business to test outside of the building.