The goal of such early contact with customers is not to gain definitive answers. Instead, it is to clarify at a basic, coarse level that we understand our potential customer and what problems they have.

Next, using a technique I call the concierge minimum viable product (described in detail in Chapter 6), Caroline could make sure the first few participants had an experience that was as good as she could make it, completely aligned with her vision.

Actionable metrics are the antidote to this problem. When cause and effect is clearly understood, people are better able to learn from their actions. Human beings are innately talented learners when given a clear and objective assessment.

They all too often lack a way to test if the data is consistent with reality.

His hypothesis was that customers were ready and willing to buy shoes online.

We must ensure that the data is credible to employees.

The goal of a startup is to figure out the right thing to build—the thing customers want and will pay for—as quickly as possible.

Entrepreneurs are everywhere

customer behavior—on the viral loop—and safely ignore those that do not. Such a startup does not need to specialize in marketing, advertising, or sales functions. Conversely, a company using the paid engine needs to develop those marketing and sales functions urgently.