
Why Most Founders Build for the Wrong Customer (And How to Stop)
The biggest reason startups fail isn't bad products. It's months spent talking to the wrong people. Here's how customer discovery changes the game — and how to start before you build another thing.
Latest articles

What Counts as Evidence? A Founder's Guide to Signal Quality
Not all evidence is equal. Here's how to rank what you're seeing.

Stop Picking One ICP. Let the Market Decide.
Why committing to one ideal customer too early is the most expensive mistake founders make.

Replies Are Not Interest. Interest Is Not Commitment.
The difference between someone being polite and someone being a customer.

The Cheapest Meaningful Test: How to Choose Your Next Experiment
Not the most thorough test. The most efficient one.

Why Founders Forget What They Learned (And How to Stop)
Most founders repeat the same mistakes because they never recorded what happened.

The Discovery Memory: Your Moat Is Not Leads. It's Learning.
Why your accumulated evidence is harder to copy than any contact list.
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