When you build something, you should use it. If you make shoes, you should wear them. If you sell a product, you should also use it – including going through the buying process.
It seems like simple advice, but when you’re a creator of anything it’s so easy to forget how different that thing looks from the consumer side. You make improvements to your process based on what you see, what you want. What makes your life easier, and what you think makes the lives of your consumers better.
But you have to just eat what you cook, too. And not just a taste – the full meal. You need the whole experience. There’s truly no substitute.
The Opportunity Machine 