There are a few key factors that are integral to collecting accurate information: You must have a high level of intellectual curiosity. You must be fearless about getting on the phone, in the car, or on a plane to pursue this information. You must have an ability to listen and get people to talk. You must be open-minded and unbiased, and never presuppose a solution (inquiry, not advocacy). You must have the ability to explain what the essence of your proposed offering might look like while also being flexible. You must have time and patience to devote to this important step. There are three
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