A lot of businesses don't research why people, they ask customers what features would you like to see. Why aren't you using this anymore? Yeah. So it's not good enough when the customer doesn't call you and say, listen, I need you to start delivering better to me. They basically just stop using you. And so finding that out is hard. Like believe them. It's really hard to do. There's an inherent paradox in it because you have to have the arrogance to say, the world is broken in a way that only I can see and nobody else can fix it but me. You need both arrogance and humility to innovate. The two things don't play nice

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