 |
We must learn what customers really want, not what they say they want or what we think they should want.
|
38 |
 |
It’s… easy to learn things that are completely irrelevant. Thus, validated learning is backed up by empirical data collected from real customers.
|
49 |
 |
The point is not to find the average customers but to find early adopters: the customers who feel the need for the product most acutely.
|
62 |
 |
Success is not delivering a feature; success is learning how to solve the customers’ problem. – Mark Cook
|
66 |
 |
No matter how many intermediaries lie between a company and its customers, at the end of the day, customers are breathing, thinking, buying individuals.
|
88 |
 |
The goal of… early contact with customers is not to gain definitive answers. Instead, it is to clarify at a basic, coarse level that we understand our potential customer and what problems they have.
|
89 |
 |
In a Wizard of Oz test, customers believe they are interacting with the actual product, but behind the scenes human beings are doing the work.
|
106 |
 |
Customers don’t care how much time something takes to build. They care only if it serves their needs.
|
109 |
 |
This is an important rule: a good design is one that changes customer behavior for the better.
|
120 |
 |
Mainstream customers have different requirements and are much more demanding [than early adopters].
|
170 |
