The Trap of Customer Disovery

You can fall into the trap of, I'm going to validate my idea before I build it and spend a ton of time on that. And that's a trap because the reality is that you need to do enough discovery that you have a sense of what might be right. But real clarity is going to come from engagement with your audience. It's going to be putting something in front of them, right? So you need, you should do a little because otherwise you probably are going to get just really wrong. And you might end up realizing that you built the right thing, but your messaging was just really wrong. And your messaging could have been better if you would have done a bit of discovery. So do a bit. I'm not saying don't do any before you build. But then the mistake is either they spend all their time upfront trying to validate their idea, talking to people who fit some persona that they think their ideal customers are, not talking to people that are actively, that have recently bought something to solve the same problem that they solve. So not really understanding what the competitive set is in the customer's mind.