Top Highlights

• Who are the customers? Who are the major players? What differentiates one company from another? How do the businesses make money?
• At a high level, company goals fall into three categories: growth, revenue, and customer satisfaction.
• The most fundamental part of a company, after why it exists, is who it’s solving problems for. Essentially, who are the customers for your product, and why are they buying your product? You will optimize your products for these people.
• But even amongst all the customers we do care about, there’s a lot of variability. Maybe one loves taking photos of his dogs while another takes photos of her ferrets. Dealing with lots of real people and their variability can make for complex discussions—our camera accessory has to work with cats, dogs, ferrets, rabbits, etc. Instead, it would be ...
• When someone asks, “Can my mom use it?” they don’t mean their actual mom, she might be a rocket scientist. Instead, they mean the “mom” persona of a middle-aged person who is never the first to buy new technology, and will break many gadgets simply by turning them on. When we say, “Can my mom use it?” we’re actually asking if the product is user-fr...