Start by gathering all your data in one place. Then prioritize the most compelling pieces—the ones that resonate with you and align with your ideal customer. Think about the reviews that jumped out at you, the interviews that sparked your curiosity, and the customer interactions that left a lasting impression.

Exclusively learn from people who have recently invested resources—such as time, money, and/or effort—to address the problem you’re interested in solving (as shown in Figure 1.1).

Individuals Who Purchased in the Distant Past (but Haven’t Engaged Recently) They’re dormant customers. They purchased something a long time ago and will therefore have to rely on decaying/altered memories to give you information (so, yeah, they will also make shit up).

To summarize, the most valuable insights focus on individuals who have recently invested resources (time, money, effort) in solving the problem your product addresses, as their experiences will be fresh and relevant.

we first need to find the job, which is the goal that people want to achieve so they know which direction they want to go.

gather only insights from folks who have already invested resources in making progress.

Simply put, an insight is a specific piece of information gleaned directly or indirectly from customers. It gives you a nuanced understanding of why customers do what they do. When pieced together, these insights answer crucial questions about your business, such as: What should I sell? Whom should I focus on? What makes my business unique? How can

Simply put, an insight is a specific piece of information gleaned directly or indirectly from customers. It gives you a nuanced understanding of why customers do what they do. When pieced together, these insights answer crucial questions about your business, such as: What should I sell? Whom should I focus on? What makes my business unique? How can

What sparked the moment when recent customers knew they had to overcome a specific struggle or get a job done before even thinking about buying from you?