Released Monday, January 12, 2026
Rule No. 2 — Fall in love with the problem, not the solution.
Rule No. 2 summary: Solutions come and go, but a deep understanding of the real problem creates lasting value.
Focus on the true needs and challenges of your customers—not your preconceived ideas.
By anchoring yourself to the problem, you remain flexible, innovative, and better positioned to deliver meaningful solutions.
Why is this Rule No. 2? This rule keeps you customer-centered, not ego-driven.
Too many businesses fail—not because they lacked passion or intelligence—but because they became emotionally attached to the wrong thing. They fell in love with their idea, their product, their pitch deck… and forgot to stay obsessed with the customer’s actual problem.
WEEK 2 Ask Yourself —
Are you defending your solution…or solving the customer’s real need?
WEEK 2 Recommended Reading —
The Mom Test by Rob Fitzpatrick
“You’re not allowed to tell them what their problem is. They have to tell you.” — Rob Fitzpatrick
When was the last time you deeply re-examined your customers’ pain points without trying to sell them your solution?
WEEK 2 Action Step —
Commit to having two customer or prospect conversations. Don’t pitch—just ask questions. Then, list three ways your current solution could fail, and rethink from the problem backward.
Full Access to Rule No. 2
- The Mom Test Summary
- Key Executive Takeaways
- Leadership Team Discussion Prompts
- Rules to Results 45min Workshop
- Red Flags
- Actionable Strategies
- Real World Scenarios
- Member Insights
- + more
This Rule isn’t finished—and it never will be. Business changes, leaders learn, and our Members keep sharpening the edges with real stories and hard-won lessons.
What you see here is today’s version. Tomorrow’s will be better, clearer, and backed by even more field-tested experience.
“I’ve begun writing a 2nd edition for The Mom Test and wanted to share a work-in-progress framework. (I’ll be sharing a bunch more of these as I continue the revision, so follow along if that’s your thing.)” – Rob Fitzpatrick – Jan 21, 2026
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