Gustav: Great founders talk to future customers before they even have a product. The very best founders in the world learn directly from their users throughout the life of their company. Gustav: Users and customers will keep you honest. If anyone will tell you the truth, it will be them. It's always easy to interview people that you know or people who are on your network. They're simply the most likely to respond but perhaps can be less honest in their answers to not offend you. Don't be afraid of reaching out to them and don’t be afraid of rejection.