The Problem With A Squishy Point of View

Your customers can't create your category for you; they can only tell you how to incrementally improve it once you’ve begun building.

A farmer and his son were taking their donkey into town to sell him.

As they walked along, they passed their neighbor…

“What a waste,” she said. “One of you ought to ride on the donkey.”

The farmer stopped and placed his son on the donkey’s back. Next, they walked past an older man working in his garden.

“How shameful,” he said. “Doesn’t your boy have any r…