How Do You Know Which Market You're In?

Most companies don't have UX research. They just kind of rely on their guts, they rely on what they're hearing from other people. As soon as you grow it all, you're no longer your target customer. So you need a UX researcher. And then the second piece is once you've hired an expert, and they tell you something you don't want to hear, you have to listen to them. If you want a successful company, you got to go where the customers are.