The Key to Getting Access to End Users

In addition to the book, you've also coached thousands of teams on how to be able to do this. I'm wondering, what are the small, practical, implementable ways that teams can start to stand this up in their own practice? The first thing i'll say is, just start small. Don't wait for someone to give you permission. Just go find a friend. If you work at a b to c company, you probably have somebody in your personal network who either is a customer or is like a customer. So i think the keyis just find any way to get some exposure to who your customer is.