#business # [[Epistemic status]] #shower-thought #to-digest # Changelog ```dataview TABLE WITHOUT ID file.mtime AS "Last Modified" FROM [[#]] SORT file.mtime DESC LIMIT 3 ``` # Related # TODO > [!TODO] TODO # Users >Users are only ever in three states: they’ve never heard about it; they’ve tried it; and they use it. What you’re managing is state change. So the framework is, what causes these changes? The answer should be rooted more in preference, choice, and psychology than in some quantitative thing. ~ [[Tren Griffin]] ## Interviews >Some people say, “Give the customers what they want.” But that’s not my approach. Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, “If I’d asked customers what they wanted, they would have told me, ‘A faster horse!’” People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page. — [[Steve Jobs]], CEO of Apple, in Walter Isaacson’s Steve Jobs. >~ [[Teresa Torres]] >That’s our job. That’s what [[Steve Jobs|Jobs]] meant when he said, “Our task is to read things that are not yet on the page.” We are the inventors, not our customers. However, this doesn’t mean we shouldn’t be talking to our customers. In this chapter, you will learn why interviewing on a regular cadence is critical to the success of any product trio and how to build a habit of interviewing weekly. The purpose of customer interviewing is not to ask your customers what you should build. Instead, the purpose of an interview is to discover and explore opportunities. Remember, opportunities are customer needs, pain points, and desires. They are opportunities to intervene in your customers’ lives in a positive way. >~ [[Teresa Torres]] >Direct questions require that we recall facts without context. This process is prone to cognitive biases—common patterns in mental errors that result from the way our brains process information. We are bad at quantifying how often we do something. We often speculate about what we did, when, and why. We tend to favor generalities over specifics. We give answers that are influenced more by our sense of identity rather than our actual behavior. And we tend to come up with coherent reasons to explain our behavior that are often not grounded in reality. >~ [[Teresa Torres]]