Go from lots of assumptions and little knowledge to the inverse of that. 

### Customer Personas
Identify the users. 
- customer immersion notes
- social, emotional, functional jobs-to-be-done
	- like, lower anxiety, make them look more organized or confident, do the job
- pain points
- potential solutions

#### 3 Rules for conversing with customers:
1. talk about their life instead about your idea. Don't talk about your idea.
2. ask about specifics in the past instead about generics.
3. talk less listen more

about:
- lives
- cares
- constraints
- goals
- 'tell me about the last time you ...'

avoid:
- compliments
- fluff
	- generics, superlatives
- ideas