Anything those customers experience from their interaction with a company should be considered part of that company’s product. - Eric Ries

Remember, planning is a tool that only works in the presence of a long and stable operating history. And yet, do any of us feel that the world around us is getting more and more stable every day? Changing such a mind-set is hard but critical to startup success.

If we do not know who the customer is, we do not know what quality is.

Ask most entrepreneurs who have decided to pivot and they will tell you that they wish they had made the decision sooner.