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Strong tech companies know they need to ensure consistent product innovation. This means constantly creating new value for their customers and for their business.

…it’s not enough to have feature parity with a competitor. Rather, you need to be substantially better to motivate a user or customer to switch.

Obsess over customers, not over competitors.

…customers rarely leave us for our competitors. They leave us because we stop taking care of them.

Much of the key to effective product discovery is getting access to our customers without trying to push our quick experiments into production.

Customers don’t know what’s possible, and with technology products, none of us know what we really want until we actually see it.

It’s all hard, but the hardest part of all is creating the necessary value so that customers ultimately choose to buy or to use.

…in every user or customer interaction, we always have the opportunity to learn some valuable insights.

If you find your customers using your product in ways you didn’t predict, this is potentially very valuable information.

The point is to gain a deeper understanding of your users and customers and, of course, to identify the friction points in the prototype so you can fix them.