We know we can't count on our customers (or our executives or stakeholders) to tell us what to build. Customers don't know what's possible, and with technology products, none of us know what we really want until we actually see it. It's not that customers or our executives are necessarily wrong; it's just that it's our job to make sure the solution we deliver solves the underlying problem. This is probably the most fundamental principle in all of modern product. Historically, in the vast majority of innovations in our industry, the customers had no idea that what they now love was even a
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