Great, we identified a problem after interviewing 4-0 – 50 people. We have a decent idea of what people pain points are. The people you interview mention they like your potential product, ideas and would probably pay for it. So they say. What they say is one thing and what they do is another.

You have a look around with current solutions. See what people are using to solve their problems. You think you can come up with something better sitting behind the screen and computer because you have spoken to enough people at the initial stage.

You then spend weeks or months building what you think is the best solution. Then launch it to the world expecting your products will be the next best thing since sliced bread.

You think that would be enough to at least convert some people over. The reality is they still don’t quite understand the product or it is useless to them and does not do a good enough job. The gap is between your expectation and reality is huge. More work to be done

What we should have done is get out of the building and talk to people more. It’s a continuous process, every single day.

Take away for me here are
1st: Your job is to catch up to user’s imagination, let them drive and you follow.
2nd: Understand why they are saying what they are saying. Decipher that. What jobs were they trying to do
3rd: Get your products in front of the users every single day. Let them build the product for you. Get to know them more than they know themselves(Easier said than done).