Sublime

Rule of thumb: Opinions are worthless.

It’s not about “how many” meetings. It’s about having enough for you to really understand your customers.

Rule of thumb: Some problems don’t actually matter.

Rule of thumb: People know what their problems are, but they don’t know how to solve those problems.

If there isn’t a clear physical or digital location at which you can find your customer segment, then it’s probably still too broad.

We want to find the truth of how to make our business succeed. We need to dig for it—and dig deep—but every question we ask carries the very real possibility of biasing the person we’re talking to and rendering the whole exercise pointless.