I hadn’t realized it, but all those people working parallel to me could see things I couldn’t. They had a completely different view of our world—a view that I wanted to understand. New perspectives are everywhere. You don’t have to drag a bunch of people off the street to stare at your product and tell you what they think. Start with your internal customers. Everyone in a company has customers, even if they’re not building anything. You’re always making something for someone—the creative team is making stuff for marketing, marketing is making stuff for the app designers, the app designers are
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