The most unhelpful assumption we make as entrepreneurs is that our customers know why they need our products or services.

From there we think our job is to offer proof, to tell people why we are the best alternative.

The first rule of innovation, entrepreneurship and marketing is to understand the customer’s pain points [often before the customer knows them] and then to show her what life will be like in the presence of your product.

Your success is often determined by knowing what you do not know about your customers, and by being aware of what they do not grasp about their problems.

Double click on understanding before offering proof.