In the early stages of a startup, it's crucial to regularly engage with users through calls and surveys to understand their needs and preferences. Founders often make the mistake of brainstorming ideas in isolation, assuming they know what users want, only to realize later that their assumptions were entirely off-base. Direct interactions with users serve as a reality check, preventing the wastage of time and resources on irrelevant features or products. The most efficient way to learn about customers' desires is by directly surveying them, which may require stepping out of one's comfort zone but is essential for the success of the business.