If You Don't Know Who Your Customer

We Must Learn What Customers Really Want, Not What They Say They Want Or What We Think They Should Want.

The Big Question Of Our Time Is Not Can It Be Built? But Should It Be Built? This Places Us In An Unusual Historical Moment: Our Future Prosperity Depends On The Quality Of Our Collective Imaginations.

Learning Is The Essential Unit Of Progress For Startups.

All Innovation Begins With Vision. It’s What Happens Next That Is Critical.

Customers Don't Know What They Want. There's Plenty Of Good Psychology Research That Shows That People Are Not Able To Accurately Predict How They Would Behave In The Future. So Asking Them, 'would You Buy My Product If It Had These Three Features?' Or 'how Would You React If We Changed Our Product This Way?' Is A Waste Of Time. They Don't Know.