Your customers don’t care about you. They don’t care about your product or service. They care about themselves, their dreams, their goals. Now, they will care much more if you help them reach their goals, and to do that, you must understand their goals, as well as their needs and deepest desires.
You have to be burning with “an idea, or a problem, or a wrong that you want to right.” If you’re not passionate enough from the start, you’ll never stick it out.
People don’t know what they want until you show it to them. That’s why I never rely on marketing research. Our task is to read things that are not yet on the page.
