This didn’t happen overnight. I was 22. I had no idea what I was doing. I simply had a guiding principle: If I’m going to do good design work, I need to get close to my customer. That guiding principle stayed with me as I went on to work at early-stage startups; it’s guided me as I started my own business, and it’s helped me develop the coaching cu

“Which of these opportunities affects the most customers?” and “the most often?” We can and should make rough estimates here.

Instead, you’ll compare and contrast the set of parent opportunities against each other.

Focusing on one opportunity at a time allows the trio to explore multiple solutions

“Which of these customer needs is most important for us to address right now?”

value every sprint. We create customer value by addressing unmet needs, resolving pain points, and satisfying desires.

When we disagree, we engage in fruitless opinion battles.

mindset requires that we deliver

We forget to ask, “How else might we solve this problem?”