I spent about 4 hours last week conducting usability tests. No matter how often I do this, it always amazes me how incredibly valuable it is. Every test reveals something new about the product.

As a coincidence just this week I also came across this article talking about how many Product Managers lament that they don’t have time for customer or market research at all.

“I am too busy writing specifications to be able to do the important customer feedback

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, research, and strategic work.”

I see this all the time in product teams, and while I get it that there are always more specs to write and more bugs to triage

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, I always say:

What could possibly be more important than knowing you’re building the right product?

All other things being equal, the company who understands their customer the best will win the customer, and the market.

Talk to your customers. If you don’t have customers yet, then find people in the market who match your target segment and talk to them.

For some tips on how to do that, check out this video.

But whatever you do: get out of the building and talk to your customers.