Make Me Care

Your product is not the hero, your customer is.

The individuals best positioned to solve a particular customer problem often fail because they begin with their product and work backward to a solution.

There are many reasons this happens, but here are a few that come to mind:

1. Sunk cost: “We have already invested in 3,000 hammers; find us more nails.”

2. A fetishized view of the product: “our product i…