Understanding beats assumptions every time

I look at the underlying incentives of the customer. And the underlying incentives of customers are not always financial. Sometimes it's ego, sometimes it's career growth.

When you get somebody in the room with a user, it just changes their mind, it softens them a little bit. It gets them out of their own preconceived notions.

The psyche of the user is so, so critical. That's just as important as understanding your product and the broader market you're applying to and all those things.

I think step one is the step that almost everyone misses on SEO, which is be the user. Try to understand who your user is.

How does this make our users love Twitter more? Simple question. But then at that point I realized, yeah, we never really talked about that because we were so engrossed in all the other stuff.

Everything in your business, it does not matter what type of business you have, everything is used to drive someone to a point of conversion or justify the product or the price that you're offering up. That customer is a human being you're driving to that point of conversion and it's your job to understand how they perceive you, how they perceive their problem, how they perceive the world around them, around your products.