“Interviewing customers is not what most people get out of bed every morning dying to do…, – Rob Adams

“…but in the end, it’s the utlimate way to produce value in the market and it is a sign of an execution mentality.”

We talk plenty about the importance of the customer discovery process and Rob Adam’s quote from “If You Build It, Will They Come?” is dead on.

But I’d like to focus on the last eight words, “it is a sign of an execution mentality”.  This is subtle but it’s really very important.  Investors are a skeptical bunch and most tell you, all other things equal, that they invest in the management team.  The question in the back of the mind is always, “Can this person pull it off?”

The ability to show results and data from a well documented customer discovery process is a huge validating activity that shows you know how to get things done.   But it also shows you know how to do hard things that aren’t fun but very import to the process.

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