Test with people who don't care if you succeed

You want to recruit a bunch of people that are legitimately good prospective users or customers of your product, but have zero skin in the game. They do not care at all whether or not your product succeeds. They're just in it to test it.

We discount all of that feedback from our friends to zero. That is not of interest to us. We don't even write it down. We are only interested in Sarah, our target customer.

You have to deliberately not act on the feedback of many of your early users, and this is at the same time as listening to people intensely and building what people want. It can't be all people.

Design partners are incredible. They're the hardest logos to upsell, meaning go from design partner to full rollout customer.