Get out of the building.
I always tell people about Steve Blank’s philosophy to “get out of the building.” You have to be in the shoes of your customers, interact with them, have first hand experience of their pain. You can’t just make decisions from within your office, you need to be a part of the world in which your business will live. You’d be amazed at what you might uncover. Also, be sure to test out your low-fidelity prototypes before they go too far. It’s an ongoing iterative process that needs to start early and never end.
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