Jeff Lash

And I would just interview physicians and I'd invite other people from the company, from the product to just sit and listen.

Many of them have never actually talked with a, this was a healthcare product, who never talked with like a doctor.

They talk with a doctor, like when they go to the doctor, but they never-

heard a doctor talk about our product.

And so it was really just enlightening and they loved it.

People always wanted to participate.

So I think just, it's not about telling someone they're wrong or proving you're right or wrong.

It's like, let the voice of customer be the great equalizer.

I worked with a client who had the same problem.

It was a CEO and a head of product with a small company.

The CEO would get an idea on a Friday and tell the head of product, oh my gosh, you got to start doing this.

And

The CEO was also the founder and engineer number one.

So he was thinking, oh, why are you dragging your feet on this?

I can just go build this.

And so what I told the head of product, I said, do you think you can buy yourself a week?

I know the CEO was in a rush, but do you think you can buy yourself a week?

And the head of product said, yes.

So I said, this was actually a product that was sold through partners.

I said, take that week, go and interview a couple of your partners, ask them, get their feedback.