What if we found ourselves building something that nobody wanted? In that case what did it matter if we did it on time and on budget? - Eric Ries

it’s human nature to assume that when we see a mistake, it’s due to defects in someone else’s department, knowledge, or character,

The ability to learn faster from customers is the essential competitive advantage that startups must possess.

a new breed of designers is developing brand-new techniques under the banner of Lean User Experience (Lean UX). They recognize that the customer archetype is a hypothesis, not a fact. The customer profile should be considered provisional until the strategy has shown via validated learning that we can serve this type of customer in a sustainable way.