The Importance of Collecting Stories

I would argue that probably the best way to really understand things is one to be engaged with it, right? So I think like companies that end up going after communities first, they can be very successful because there's a technique called Sales Safari. That gets you so far along understanding just like for your customer, how do they think about the world, right? Like what is the terminology they use? And so this is very much related to things like other types of qualitative user research, like contextual inquiry and all that type of stuff.

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