You must have direct contact with your customers from Day One and theres nothing like a failed venture to stress its importance. The ability to ask your customers good questions is what makes a great product manager, but theres no getting away from the fact that its time-consuming.
I used to spend about 45 minutes on a customer interview, where I went deep into their existing behaviours, frustrations, and worldview. I listened for insights and wrote down direct quotes to save for later.
But after the first few months of product development, I found myself spending less time interacting with customers and more time building. Most of my customer feedback was second-hand information from my team.
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