{"id":102124,"date":"2023-05-14T15:10:00","date_gmt":"2023-05-14T19:10:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=102124"},"modified":"2023-05-16T12:04:13","modified_gmt":"2023-05-16T16:04:13","slug":"interviewing-customers","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/","title":{"rendered":"Interviewing Customers: A Guide for New Product Development"},"content":{"rendered":"\n

Want to learn about interviewing customers? How can customer interviews<\/a> guide new product development?<\/p>\n\n\n\n

If you want to know how to truly comprehend customer expectations, the answer lies in the art of interviewing customers. According to Clayton Christensen, by delving into their stories, you can uncover the motivating factors behind their purchases and gain invaluable insights for innovation.<\/p>\n\n\n\n

Read on to learn how interviewing customers can guide product innovation, according to Christensen.<\/p>\n\n\n\n\n\n\n\n

Create the Product That Consumers Want: Interviewing Customers<\/h2>\n\n\n\n

According to business academic Clayton Christensen, the first step of innovation is to identify the task you\u2019re trying to resolve with your product. In Competing Against Luck<\/em>, he offers suggestions for how to do this effectively, including interviewing customers. Here, we’ll explain his advice on how to conduct a customer interview to identify consumer expectations<\/a> and create innovative products to meet them.<\/p>\n\n\n\n

Tips for Conducting Customer Interviews<\/h3>\n\n\n\n

One of the most reliable ways to identify tasks (i.e. the specific purpose that customers accomplish by buying a product) is by interviewing customers, contends Christensen. Because tasks are so situation-dependent, you need a detailed picture of the customer\u2019s life to fully understand the task<\/a> that motivated them to make the purchase. A one-on-one conversation is the best way to uncover this level of detail.<\/p>\n\n\n\n

(Shortform note: In The Mom Test<\/em><\/a>, Rob Fitzpatrick warns that the fatal flaw of interviewing customers one-on-one is that they\u2019ll instinctively tell you what they think you want to hear<\/a>\u2014typically, that they like your product and would buy it. As a result, most customer feedback actively pushes you toward failure by convincing you that bad product ideas are good. To avoid this, keep your conversation grounded in facts about the customer\u2019s life that they can\u2019t twist to make you feel better. For example, instead of asking a customer if they would buy and use your new smoothie blender, ask them about their recent eating habits to see if they would actually want an easier way to eat more fruits and vegetables.)<\/p>\n\n\n\n

To identify a task associated with a purchase in sufficient detail to inspire innovation, you need all the context from the customer\u2019s life that\u2019s relevant to that purchase. For any purchase that a customer makes, there are encouraging factors influencing them to buy it and opposing, discouraging factors influencing them not to buy it. <\/strong>The encouraging factors include the problems causing them pain and the attractive benefits of the new product. The discouraging factors are the existing, habitual ways the customer solves their problems and their doubts and fears about the new product (that it\u2019ll be a waste of money or make their life worse).<\/p>\n\n\n\n

When interviewing customers, Christensen recommends asking customers to tell you the story of their life leading up to a specific purchase<\/strong> and identifying the encouraging and discouraging factors at play, as they\u2019re all components of the task driving the purchase.<\/p>\n\n\n\n

For example, a customer might describe the last time he bought a winter coat: He was planning to take a trip to Canada to go camping with some friends. He thought about buying a warm, puffy winter coat. However, he worried that his friends would make fun of him, so he decided to buy a thin coat instead and ended up suffering through the bitter cold. Stories like this illuminate the encouraging factors (I want to be warm) and discouraging factors (I don\u2019t want my friends to make fun of me) customers consider when making a purchase. <\/p>\n\n\n\n

With this story, you could set out to design a coat that solves the following task: \u201cKeep me warm in the cold outdoors without drawing too much attention to how I look.\u201d<\/p>\n\n\n\n

Applying Christensen\u2019s Interview Techniques to Sales<\/strong>

You can also use Christensen\u2019s strategy for interviewing customers to enhance your ability to make direct sales. This is one of the main ideas behind Neil Rackham\u2019s SPIN Selling<\/em>,<\/a> which is about increasing the encouraging factors in a customer\u2019s mind until they\u2019re greater than the discouraging factors<\/a> while making a sale<\/a>.

Rackham recommends achieving this by asking the customer questions that get them to talk themselves into making the purchase. He recommends using four types of questions in a specific order to accomplish this<\/a>, represented by the acronym \u201cSPIN.\u201d

– S<\/strong> – Situation Questions: investigating the customer\u2019s life to help you understand what questions you\u2019ll need to ask next
– P <\/strong>– Problem Questions<\/a>: discovering the problems and frustrations in the customer\u2019s life, which are the encouraging factors pushing them to make a purchase
– I <\/strong>– Implication Questions<\/a>: asking the customer to consider how the consequences of their problems are worse than they assume, intensifying one major encouraging factor
– N<\/strong> – Need-Payoff Questions: asking the customer to consider how your product would improve their life by resolving their problems, intensifying the other major encouraging factor

Here\u2019s an example of a sales pitch using these four types of questions: Imagine you\u2019re trying to sell a moped. First, ask \u201cIf you had to get to the other side of town right now, how would you get there?\u201d (Situation). Then, ask \u201cWhat is your biggest gripe with this city\u2019s public transportation system?\u201d (Problem). Continue by asking \u201cHow would you say the time you waste riding the bus makes your life worse?\u201d (Implication). Finally, ask \u201cWhat good could you do with the time you save by owning your own transportation?\u201d (Need-Payoff).<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"

Want to learn about interviewing customers? How can customer interviews guide new product development? If you want to know how to truly comprehend customer expectations, the answer lies in the art of interviewing customers. According to Clayton Christensen, by delving into their stories, you can uncover the motivating factors behind their purchases and gain invaluable insights for innovation. Read on to learn how interviewing customers can guide product innovation, according to Christensen.<\/p>\n","protected":false},"author":19,"featured_media":79925,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,34,103],"tags":[1020],"class_list":["post-102124","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-communication","category-sales","tag-competing-against-luck","","tg-column-two"],"yoast_head":"\nInterviewing Customers: A Guide for New Product Development - Shortform Books<\/title>\n<meta name=\"description\" content=\"How can you create a product that consumers can't wait to buy? Learn about the art of interviewing customers to discover their expectations.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interviewing Customers: A Guide for New Product Development\" \/>\n<meta property=\"og:description\" content=\"How can you create a product that consumers can't wait to buy? Learn about the art of interviewing customers to discover their expectations.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-14T19:10:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-16T16:04:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2022\/09\/business-interview-meeeting.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1840\" \/>\n\t<meta property=\"og:image:height\" content=\"1232\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Emily Kitazawa\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emily Kitazawa\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/\"},\"author\":{\"name\":\"Emily Kitazawa\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/e094024454c7d3334a149c0cf039bdeb\"},\"headline\":\"Interviewing Customers: A Guide for New Product Development\",\"datePublished\":\"2023-05-14T19:10:00+00:00\",\"dateModified\":\"2023-05-16T16:04:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/\"},\"wordCount\":926,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/09\/business-interview-meeeting.jpg\",\"keywords\":[\"Competing Against Luck\"],\"articleSection\":[\"Business\",\"Communication\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/\",\"name\":\"Interviewing Customers: A Guide for New Product Development - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/09\/business-interview-meeeting.jpg\",\"datePublished\":\"2023-05-14T19:10:00+00:00\",\"dateModified\":\"2023-05-16T16:04:13+00:00\",\"description\":\"How can you create a product that consumers can't wait to buy? Learn about the art of interviewing customers to discover their expectations.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#primaryimage\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/09\/business-interview-meeeting.jpg\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/09\/business-interview-meeeting.jpg\",\"width\":1840,\"height\":1232},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.shortform.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Interviewing Customers: A Guide for New Product Development\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"name\":\"Shortform Books\",\"description\":\"The World's Best Book Summaries\",\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.shortform.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\",\"name\":\"Shortform Books\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"width\":500,\"height\":74,\"caption\":\"Shortform Books\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/e094024454c7d3334a149c0cf039bdeb\",\"name\":\"Emily Kitazawa\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/0f5c60fcdcf3b7cd02c2882334c15a3d02f74a69631c696c3bce47deb21dc9ac?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/0f5c60fcdcf3b7cd02c2882334c15a3d02f74a69631c696c3bce47deb21dc9ac?s=96&d=mm&r=g\",\"caption\":\"Emily Kitazawa\"},\"description\":\"Emily found her love of reading and writing at a young age, learning to enjoy these activities thanks to being taught them by her mom\u2014Goodnight Moon will forever be a favorite. As a young adult, Emily graduated with her English degree, specializing in Creative Writing and TEFL (Teaching English as a Foreign Language), from the University of Central Florida. She later earned her master\u2019s degree in Higher Education from Pennsylvania State University. Emily loves reading fiction, especially modern Japanese, historical, crime, and philosophical fiction. Her personal writing is inspired by observations of people and nature.\",\"url\":\"https:\/\/www.shortform.com\/blog\/author\/emily-kitazawa\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Interviewing Customers: A Guide for New Product Development - Shortform Books","description":"How can you create a product that consumers can't wait to buy? Learn about the art of interviewing customers to discover their expectations.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/","og_locale":"en_US","og_type":"article","og_title":"Interviewing Customers: A Guide for New Product Development","og_description":"How can you create a product that consumers can't wait to buy? Learn about the art of interviewing customers to discover their expectations.","og_url":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/","og_site_name":"Shortform Books","article_published_time":"2023-05-14T19:10:00+00:00","article_modified_time":"2023-05-16T16:04:13+00:00","og_image":[{"width":1840,"height":1232,"url":"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2022\/09\/business-interview-meeeting.jpg","type":"image\/jpeg"}],"author":"Emily Kitazawa","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Emily Kitazawa","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#article","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/"},"author":{"name":"Emily Kitazawa","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/e094024454c7d3334a149c0cf039bdeb"},"headline":"Interviewing Customers: A Guide for New Product Development","datePublished":"2023-05-14T19:10:00+00:00","dateModified":"2023-05-16T16:04:13+00:00","mainEntityOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/"},"wordCount":926,"commentCount":0,"publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/09\/business-interview-meeeting.jpg","keywords":["Competing Against Luck"],"articleSection":["Business","Communication","Sales"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.shortform.com\/blog\/interviewing-customers\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/","url":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/","name":"Interviewing Customers: A Guide for New Product Development - Shortform Books","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#primaryimage"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/09\/business-interview-meeeting.jpg","datePublished":"2023-05-14T19:10:00+00:00","dateModified":"2023-05-16T16:04:13+00:00","description":"How can you create a product that consumers can't wait to buy? Learn about the art of interviewing customers to discover their expectations.","breadcrumb":{"@id":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.shortform.com\/blog\/interviewing-customers\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#primaryimage","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/09\/business-interview-meeeting.jpg","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/09\/business-interview-meeeting.jpg","width":1840,"height":1232},{"@type":"BreadcrumbList","@id":"https:\/\/www.shortform.com\/blog\/interviewing-customers\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.shortform.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Interviewing Customers: A Guide for New Product Development"}]},{"@type":"WebSite","@id":"https:\/\/www.shortform.com\/blog\/#website","url":"https:\/\/www.shortform.com\/blog\/","name":"Shortform Books","description":"The World's Best Book Summaries","publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.shortform.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.shortform.com\/blog\/#organization","name":"Shortform Books","url":"https:\/\/www.shortform.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","width":500,"height":74,"caption":"Shortform Books"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/e094024454c7d3334a149c0cf039bdeb","name":"Emily Kitazawa","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/0f5c60fcdcf3b7cd02c2882334c15a3d02f74a69631c696c3bce47deb21dc9ac?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0f5c60fcdcf3b7cd02c2882334c15a3d02f74a69631c696c3bce47deb21dc9ac?s=96&d=mm&r=g","caption":"Emily Kitazawa"},"description":"Emily found her love of reading and writing at a young age, learning to enjoy these activities thanks to being taught them by her mom\u2014Goodnight Moon will forever be a favorite. As a young adult, Emily graduated with her English degree, specializing in Creative Writing and TEFL (Teaching English as a Foreign Language), from the University of Central Florida. She later earned her master\u2019s degree in Higher Education from Pennsylvania State University. Emily loves reading fiction, especially modern Japanese, historical, crime, and philosophical fiction. Her personal writing is inspired by observations of people and nature.","url":"https:\/\/www.shortform.com\/blog\/author\/emily-kitazawa\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/09\/business-interview-meeeting.jpg","_links":{"self":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/102124","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/comments?post=102124"}],"version-history":[{"count":9,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/102124\/revisions"}],"predecessor-version":[{"id":102198,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/102124\/revisions\/102198"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media\/79925"}],"wp:attachment":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media?parent=102124"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/categories?post=102124"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/tags?post=102124"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}