When thinking of a new product or service, it’s normal to make some assumptions about our potential customers and their needs.
Feedback from real customers is essential at this stage because it grounds us to reality and allows us to shape our product or service according to our vision but with the customer in mind. Otherwise, we can end with an incredible product or service that has no real use.
Dan Norris, in his book The 7-Day Startup: You don’t learn until you launch takes this approach to the extreme. Launch fast, fail fast. You don’t have to agree with everything he proposes in his book, but he certainly has a point.