The Importance of Talking to Customers

Why should we talk to a potential customer? Because guesswork, empathy, insight, theoretical learning, experimentation and simulation do not provide enough information. There is no substitute for direct communication with potential customers. It is crucial to understand the problem from the customer’s point of view because the only ones truly experiencing the pain you’re trying to solve is the customer: anything else is conjecture. This problem is the underlying basis of your business on which everything else is built. And if your foundation is weak, your entire structure collapses.

Thus, in entrepreneurship, above all else, it is vital to really understand the problem.

Accordingly, we simulated experiments to understand the issues with current prosthetics to gain greater insight into the problem. Our interviews and experiments led us to the conclusion that we need a more intuitive control interface.

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