Users own the present. You own the future.

The useful part

Why smart users give convincing wrong answers, and how to do research that opens product space. Generated with AI by author A few years ago I sat in a research session at Moonfare. Since private equity is a premium product, our clients are mostly C-level executives, founders or people who have spent decades being the person in the room with the answer.

How it works

• The smarter your users, the more convincing their wrong answers.
• I asked him about a part of the platform, and within a minute he was telling me, in precise detail, exactly what we should build next.
• He was wrong because he'd been asked the wrong question, and his instinct, trained by a lifetime of being the person who brings the answer, was to give me one.
• There's a memory somewhere in there, a summer ritual, something cold in their hand.
• Understand the need and you can sell them a popsicle, a cold drink, air conditioning, a swim in th...

Details worth keeping

He was one of the sharpest people I'd spoken to that month. The want and the need Jared Spool has a line I think about often. While they say they want ice cream, what they need is to cool down.