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How to Get Into the Flow of Customer Discovery
"I empathize with that tension because if it's not something you enjoy doing, it's kind of like, well, why should I sign up to do this thing?" "The best route to information is primary information. And if you can do it in a setting that allows you to like ask questions and dig deeper ... perhaps you can get there faster," he says. 'There are multiple routes to get to the information that you need to really understand the commercial design of your business' "'We don't need to be mercenaries,' right? We should enjoy things that we're doing."