I love this quote: “Fall in love with the customer’s problem, not your solution.” On that note, it’s surprising how many companies I meet (startups to established) that have never Googled the problem they’re trying to solve from the customers’ perspective.

They tend to Google their unique solution, and then say, “See, no one’s doing this!” Which really means, “No one’s doing exactly what we’re doing.” But when you Google the problem, you’ll see competitors, substitutes and alternatives from the customers’ perspective–including customers solving the problem in-house.

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