Anytime we were confronted with anything, even things I felt I'd done before, that I had the experience and we were going to build it, they were like, 'Well, who have you talked to?' Or 'What have you read?'
External wisdom beats internal assumptions
Discovery → Opportunity Mapping
A lot of times, we just don't go and talk to other departments. And they have a wealth of knowledge. And we've got subject matter experts sitting in certain places that can fill you in on how the market's moving, and what things are happening there, and how people are innovating.
The only way to find out what people like and what's valuable is to bring it into the external world.
What question someone said is, when you're at a dinner table, what's the thing that you talk about where you notice that everyone at the table is leaning in and trying to listen and pick your brain on and maybe sends you a text after?
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