Sterling Proffer

"The one unforgivable sin is to be boring."

Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius — and a lot of courage — to move in the opposite direction.

If you can sell a book, which is the most oversaturated and underpriced product in the world, you can sell anything.”

The second technique is to watch the adjacent user using your product through usability tests. Ideally this is done with trained researchers when possible. Watch the adjacent user try to sign up, activate, see what they struggle on, have them talk about why they are having challenges and what their expectations of the experience are.