Are your customers who you think they are? Do they really have the problems you think they have? How does the customer solve this problem today? What would be required for them to switch?

First, know your customer. There’s no substitute for engaging with customers and users directly. All the numbers in the world can’t explain why something is happening. Pick up the phone right now and call a customer, even one who’s disengaged.

starting a business. Just ask about their life.