Have direct customer interaction—ideally weekly. Develop a standard set of open-ended questions to ask customers or prospects. Reflect insights into product and go-to-market team discussions. Write the most important insights down so they can be easily shared and used.

To begin with, all newly formed teams and all new recruits to existing teams take a training course called “Solution-Driven Methods of Interaction,”31 learning a coherent set of skills and techniques for healthy and efficient group decision-making. Within the training, team members deepen their knowledge in some of the most basic (and ironically of