Don’t talk to your customers.

When you are launching a new product, you will hear advice to talk to your customers. This advice is suitable for a situation with an established product when you are searching for ways how to improve it. 

In the very beginning, we need to ask ourselves a different question. We should be looking for a change in our product, not merely an improvement.  And if we change the question, we can also change who do we ask it. 

Instead of talking to early customers, we better talk to those who did not buy from us — our non-customers, people that were not convinced.  In search of a pivot, their answers could be much more valuable.