It’s not what you think it is.

No, really:

It’s not what you think it is: what you think makes your product better is coming from the perspective you carry; operations, efficiencies, removing hairy deadlines you only just manage to meet. None of these things are what your buyers bought for.

So what does make products better? Who knows.

No, really:

Who knows: asking this question forces us to invest more of our time around the people with the answers we need. Potential customers. Your biggest fans. Referrers. Even those you’ve let down in the past.

They have a lot of the answers you need.