Your non-customers teach you more than your fans

We also learned a lot from talking to people who we wanted to be customers but were not, right? And people who had either broken up with our product or evaluated it and never fell in love with it in the first place.

I think that asking non-users about your product, why they're not using your product... actually I think that those are the most insightful conversations.

In order to improve, we need to speak with those that fail, those that were unsuccessful, those that did not register, or they did register and did not use, or they did use and did not come back, because they know something that we really need to know.

Just ignore the people who say they'd be somewhat disappointed. They're telling you it's a nice to have. If you start paying attention to what your somewhat disappointed users are telling you and then you start tweaking onboarding and product based on their feedback, maybe you're going to dilute it for your must have users.

What will people stop using when your product comes out? And that's who you want to go interview.