Key Points:

• You need to be brave and work with customers to refine your offering. They are the key intelligence to help evolve our products and services, and can transform into evangelists.
• What are the assumptions about your product or service that you need to validate: Purchase price? Where to buy? What they will do with them? Who is going to use them and how?
• Use open-ended curious questions to draw out information from your customers.
• Be vulnerable and ready to listen and to learn - courage and vulnerability go hand in hand and early iteration is much better than having to change later.
• People committing to buy is the ultimate validation that you have met a market need.