The Curiosity Muscle: How Four Simple Questions Can Uncover Powerful Insights and Exponential Growth

Every company has these customer truths, or tension points, and you can only afford to ignore them for short windows of time before they start affecting the bottom line.

If you aren’t surprised or uncomfortable by your customer’s responses, then you aren’t digging deep enough.”

“Look, it’s basic human nature to seek out vanity metrics, numbers that make you feel good about your efforts and show you what’s working, but vanity metrics cause you to miss big underlying problems.

And anyway, their mother had always told them, “it’s easier to ask for forgiveness than permission.”

they never saw the disruption coming because they lost touch with their customers

Essential Curiosity Question #3: What can I test? Testing helps us de-risk big ideas before investing.

pay for what we were offering, but finding out what else we could offer to address those tension points, the frustrations they had with their current limitations.”

curiosity is emotionally risky. Finding these things out is embarrassing—most people wouldn’t volunteer to stand in the front of a room and have people they want to impress point out their faults. But finding opportunities to improve requires facing the challenging feedback. It’s the best way to innovate and stay relevant to customers.”

Most existing processes inside of a company are structured to safeguard the company, which is at odds with innovation and trying new things.”