Start with customer pain points, not product features. The speaker argues this uncovers insights that reduce friction, accelerate time-to-value, and cut risk. Ideas lose relevance fast, so speed matters more than perfect internal development.
I actually think that like product-based thinking, you know, good product-based thinking always starts with the customer. But a lot of product-based thinking often starts with the product. The more we understand about customers and understand their pain, having some unique insight of how, you know, we can significantly cut that pain, significantly improve their time to value and their profits, you know, with a lot less risk than they otherwise would experience. That's where the opportunity is. And then you can do that really, really fast now. And then that idea probably ages like the apple on the counter and you need to move on to the next one, which also changes the economics of software, which I think is super, super exciting for people who are ready to inject that level of energy and market focus and is very, very scary for people who like to keep on tinkering with their product in the basement.
