“oftentimes I'll get the best insights when I'm like I ask my question then I put myself on mute strategically and I'll just kind of wait for five to 10 seconds and you'll get really really good answers doing that by just wanting to like at least for myself Embrace That Awkward PA”

Mute yourself after asking the question to surface the real answer

Awkward silence is a research tool. Ask the question, hit mute for five to ten seconds, and the interviewee fills the gap with the answer that actually matters. Most founders rescue the silence and lose the insight — the discomfort IS the technique.