--- title: "14 Customers Quotes By Eric Ries" description: "14 Customers quotes by Eric Ries. Plus more from Eric Ries and more Customers sayings from other authors." image: "https://sms4smile.com/quotes/i/975/eric-ries-2911_action_new-customers-come-from-the-action-of-pa_874922.png" --- > [New Customers come from the action of past customers](https://sms4smile.com/quotes/eric-ries/new-customers-come-from-the-action-of-past-customers/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/975/eric-ries-2911_action_new-customers-come-from-the-action-of-pa_874922.png) > [By the time that product is ready to be distributed widely, it will already have established customers.](https://sms4smile.com/quotes/eric-ries/by-the-time-that-product-is-ready-to-be-distributed-widely-it-will/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/4ba/eric-ries-2911_customer_by-the-time-that-product-is-ready-to-be_137168.png) > [Lean thinking defines value as providing benefit to the customer; anything else is waste.](https://sms4smile.com/quotes/eric-ries/lean-thinking-defines-value-as-providing-benefit-to-the-customer/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/421/eric-ries-2911_benefits_lean-thinking-defines-value-as-providing_2983731.png) > [Customers don't care how much time something takes to build. They care only if it serves their needs.](https://sms4smile.com/quotes/eric-ries/customers-don-t-care-how-much-time-something-takes-to-build-they-care/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/471/eric-ries-2911_care_customers-don-t-care-how-much-time-somet_1741537.png) > [If you don't know who your customer is, you don't know what quality is.](https://sms4smile.com/quotes/eric-ries/if-you-don-t-know-who-your-customer-is-you-don-t-know-what-quality-is/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/eaf/eric-ries-2911_customer_if-you-don-t-know-who-your-customer-is-y_2962887.png) > [A head start is rarely large enough to matter, and time spent in stealth mode-away from customers-is unlikely to provide a head…](https://sms4smile.com/quotes/eric-ries/a-head-start-is-rarely-large-enough-to-matter-and-time-spent-in/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/3d2/eric-ries-2911_customers_a-head-start-is-rarely-large-enough-to-m_2228209.png) > [The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated…](https://sms4smile.com/quotes/eric-ries/the-minimum-viable-product-is-that-version-of-a-new-product-which/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/314/eric-ries-2911_amount_the-minimum-viable-product-is-that-versi_243104.png) > [We must learn what customers really want, not what they say they want or what we think they should want.](https://sms4smile.com/quotes/eric-ries/we-must-learn-what-customers-really-want-not-what-they-say-they-want/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/927/eric-ries-2911_customer_we-must-learn-what-customers-really-want_448118.png) > [At IMVU, the cost of customer acquisition through our five-dollar-a-day AdWords campaign was less than twenty-five cents. Our revenue from those same…](https://sms4smile.com/quotes/eric-ries/at-imvu-the-cost-of-customer-acquisition-through-our-five-dollar-a/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/743/eric-ries-2911_acquisition_at-imvu-the-cost-of-customer-acquisition_437788.png) > [Sustainable growth is characterized by one simple rule: New customers come from the actions of past customers.](https://sms4smile.com/quotes/eric-ries/sustainable-growth-is-characterized-by-one-simple-rule-new-customers/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/f8e/eric-ries-2911_action_sustainable-growth-is-characterized-by-o_3132202.png) > [Because startups often accidentally build something nobody wants, it doesn’t matter much if they do it on time and on budget. The…](https://sms4smile.com/quotes/eric-ries/because-startups-often-accidentally-build-something-nobody-wants-it/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/bbc/eric-ries-2911_budgets_because-startups-often-accidentally-buil_2985238.png) > [Most entrepreneurs don't need as many customers as they think. A lot of people think 10 is too few for a sample.…](https://sms4smile.com/quotes/eric-ries/most-entrepreneurs-don-t-need-as-many-customers-as-they-think-a-lot/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/f64/eric-ries-2911_business_most-entrepreneurs-don-t-need-as-many-cu_1133539.png) > [The goal of a startup is to figure out the right thing to build-the thing customers want and will pay for-as quickly…](https://sms4smile.com/quotes/eric-ries/the-goal-of-a-startup-is-to-figure-out-the-right-thing-to-build-the/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/0de/eric-ries-2911_ambition_the-goal-of-a-startup-is-to-figure-out-t_2043171.png) > [Customers don't know what they want. There's plenty of good psychology research that shows that people are not able to accurately predict…](https://sms4smile.com/quotes/eric-ries/customers-don-t-know-what-they-want-there-s-plenty-of-good-psychology/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) [Image](https://sms4smile.com/quotes/i/c7a/eric-ries-2911_able_customers-don-t-know-what-they-want-ther_1266150.jpg) ## Other authors on Customers ## More by Eric Ries > [The lesson of the MVP is that any additional work beyond what was required to start learning is waste, no matter how important it…](https://sms4smile.com/quotes/eric-ries/the-lesson-of-the-mvp-is-that-any-additional-work-beyond-what-was/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [HubSpot has used the lean startup method to build a spectacularly successful company. What I particularly love about HubSpot is that they are so…](https://sms4smile.com/quotes/eric-ries/hubspot-has-used-the-lean-startup-method-to-build-a-spectacularly/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [By the time that product is ready to be distributed widely, it will already have established customers.](https://sms4smile.com/quotes/eric-ries/by-the-time-that-product-is-ready-to-be-distributed-widely-it-will/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [It was 1999, and we were building a way for college kids to create online profiles for the purpose of sharing... with employers. Oops.…](https://sms4smile.com/quotes/eric-ries/it-was-1999-and-we-were-building-a-way-for-college-kids-to-create/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [Except in very narrow cases, where there's breakthrough science that needs patent production, worrying about competitors is a waste of time. If you can't…](https://sms4smile.com/quotes/eric-ries/except-in-very-narrow-cases-where-there-s-breakthrough-science-that/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [“waiting too long to release can lead to the ultimate waste: making something that nobody wants.”](https://sms4smile.com/quotes/eric-ries/waiting-too-long-to-release-can-lead-to-the-ultimate-waste-making/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [There's nothing wrong with raising venture capital. Many lean startups are ambitious and are able to deploy large amounts of capital. What differentiates them…](https://sms4smile.com/quotes/eric-ries/there-s-nothing-wrong-with-raising-venture-capital-many-lean-startups/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [“In the Lean Startup model, every product, every feature, every marketing campaign—everything a startup does—is understood to be an experiment designed to achieve validated…](https://sms4smile.com/quotes/eric-ries/in-the-lean-startup-model-every-product-every-feature-every-marketing/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [Learning is the essential unit of progress for startups.](https://sms4smile.com/quotes/eric-ries/learning-is-the-essential-unit-of-progress-for-startups/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [“...a long-term reputation is only at risk when companies engage in vocal launch activities such as PR and building hype. When a product fails…](https://sms4smile.com/quotes/eric-ries/a-long-term-reputation-is-only-at-risk-when-companies-engage-in-vocal/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about…](https://sms4smile.com/quotes/eric-ries/the-minimum-viable-product-is-that-version-of-a-new-product-which/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [Every startup has a chance to change the world, by bringing not just a new product, but an entirely new institution into existence.](https://sms4smile.com/quotes/eric-ries/every-startup-has-a-chance-to-change-the-world-by-bringing-not-just-a/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [Entrepreneurs can't forecast accurately, because they are trying something fundamentally new. So they will often be laughably behind plan - and on the brink…](https://sms4smile.com/quotes/eric-ries/entrepreneurs-can-t-forecast-accurately-because-they-are-trying/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [Meritocracy is a good thing. Whenever possibly, people should be judged based on their work and results, not superficial qualities.](https://sms4smile.com/quotes/eric-ries/meritocracy-is-a-good-thing-whenever-possibly-people-should-be-judged/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) > [The lean startup method is not about cost, it is about speed.](https://sms4smile.com/quotes/eric-ries/the-lean-startup-method-is-not-about-cost-it-is-about-speed/) [Eric Ries](https://sms4smile.com/quotes/author/eric-ries/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ItemList", "@id": "https://sms4smile.com/quotes/about/customers/eric-ries/#itemlist", "name": "14 Customers Quotes By Eric Ries", "numberOfItems": 14, "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Quotation", "text": "New Customers come from the action of past customers", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/new-customers-come-from-the-action-of-past-customers/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/975/eric-ries-2911_action_new-customers-come-from-the-action-of-pa_874922.png", "contentUrl": "https://sms4smile.com/quotes/i/975/eric-ries-2911_action_new-customers-come-from-the-action-of-pa_874922.png", "url": "https://sms4smile.com/quotes/i/975/eric-ries-2911_action_new-customers-come-from-the-action-of-pa_874922.png", "width": 1080, "height": 1080, "caption": "“New Customers come from the action of past customers” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 2, "item": { "@type": "Quotation", "text": "By the time that product is ready to be distributed widely, it will already have established customers.", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/by-the-time-that-product-is-ready-to-be-distributed-widely-it-will/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/4ba/eric-ries-2911_customer_by-the-time-that-product-is-ready-to-be_137168.png", "contentUrl": "https://sms4smile.com/quotes/i/4ba/eric-ries-2911_customer_by-the-time-that-product-is-ready-to-be_137168.png", "url": "https://sms4smile.com/quotes/i/4ba/eric-ries-2911_customer_by-the-time-that-product-is-ready-to-be_137168.png", "width": 1080, "height": 1080, "caption": "“By the time that product is ready to be distributed widely, it will already have established customers.” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 3, "item": { "@type": "Quotation", "text": "Lean thinking defines value as providing benefit to the customer; anything else is waste.", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/lean-thinking-defines-value-as-providing-benefit-to-the-customer/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/421/eric-ries-2911_benefits_lean-thinking-defines-value-as-providing_2983731.png", "contentUrl": "https://sms4smile.com/quotes/i/421/eric-ries-2911_benefits_lean-thinking-defines-value-as-providing_2983731.png", "url": "https://sms4smile.com/quotes/i/421/eric-ries-2911_benefits_lean-thinking-defines-value-as-providing_2983731.png", "width": 1080, "height": 1080, "caption": "“Lean thinking defines value as providing benefit to the customer; anything else is waste.” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 4, "item": { "@type": "Quotation", "text": "Customers don't care how much time something takes to build. They care only if it serves their needs.", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/customers-don-t-care-how-much-time-something-takes-to-build-they-care/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/471/eric-ries-2911_care_customers-don-t-care-how-much-time-somet_1741537.png", "contentUrl": "https://sms4smile.com/quotes/i/471/eric-ries-2911_care_customers-don-t-care-how-much-time-somet_1741537.png", "url": "https://sms4smile.com/quotes/i/471/eric-ries-2911_care_customers-don-t-care-how-much-time-somet_1741537.png", "width": 1080, "height": 1080, "caption": "“Customers don't care how much time something takes to build. They care only if it serves their needs.” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 5, "item": { "@type": "Quotation", "text": "If you don't know who your customer is, you don't know what quality is.", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/if-you-don-t-know-who-your-customer-is-you-don-t-know-what-quality-is/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/eaf/eric-ries-2911_customer_if-you-don-t-know-who-your-customer-is-y_2962887.png", "contentUrl": "https://sms4smile.com/quotes/i/eaf/eric-ries-2911_customer_if-you-don-t-know-who-your-customer-is-y_2962887.png", "url": "https://sms4smile.com/quotes/i/eaf/eric-ries-2911_customer_if-you-don-t-know-who-your-customer-is-y_2962887.png", "width": 1080, "height": 1080, "caption": "“If you don't know who your customer is, you don't know what quality is.” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 6, "item": { "@type": "Quotation", "text": "A head start is rarely large enough to matter, and time spent in stealth mode-away from customers-is unlikely to provide a head start. The only way to win is to learn faster than anyone else.", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/a-head-start-is-rarely-large-enough-to-matter-and-time-spent-in/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/3d2/eric-ries-2911_customers_a-head-start-is-rarely-large-enough-to-m_2228209.png", "contentUrl": "https://sms4smile.com/quotes/i/3d2/eric-ries-2911_customers_a-head-start-is-rarely-large-enough-to-m_2228209.png", "url": "https://sms4smile.com/quotes/i/3d2/eric-ries-2911_customers_a-head-start-is-rarely-large-enough-to-m_2228209.png", "width": 1080, "height": 1080, "caption": "“A head start is rarely large enough to matter, and time spent in stealth mode-away from customers-is…” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 7, "item": { "@type": "Quotation", "text": "The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort.", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/the-minimum-viable-product-is-that-version-of-a-new-product-which/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/314/eric-ries-2911_amount_the-minimum-viable-product-is-that-versi_243104.png", "contentUrl": "https://sms4smile.com/quotes/i/314/eric-ries-2911_amount_the-minimum-viable-product-is-that-versi_243104.png", "url": "https://sms4smile.com/quotes/i/314/eric-ries-2911_amount_the-minimum-viable-product-is-that-versi_243104.png", "width": 1080, "height": 1080, "caption": "“The minimum viable product is that version of a new product which allows a team to collect the maximum…” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 8, "item": { "@type": "Quotation", "text": "We must learn what customers really want, not what they say they want or what we think they should want.", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/we-must-learn-what-customers-really-want-not-what-they-say-they-want/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/927/eric-ries-2911_customer_we-must-learn-what-customers-really-want_448118.png", "contentUrl": "https://sms4smile.com/quotes/i/927/eric-ries-2911_customer_we-must-learn-what-customers-really-want_448118.png", "url": "https://sms4smile.com/quotes/i/927/eric-ries-2911_customer_we-must-learn-what-customers-really-want_448118.png", "width": 1080, "height": 1080, "caption": "“We must learn what customers really want, not what they say they want or what we think they should want.” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 9, "item": { "@type": "Quotation", "text": "At IMVU, the cost of customer acquisition through our five-dollar-a-day AdWords campaign was less than twenty-five cents. Our revenue from those same customers was more than a dollar.", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/at-imvu-the-cost-of-customer-acquisition-through-our-five-dollar-a/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/743/eric-ries-2911_acquisition_at-imvu-the-cost-of-customer-acquisition_437788.png", "contentUrl": "https://sms4smile.com/quotes/i/743/eric-ries-2911_acquisition_at-imvu-the-cost-of-customer-acquisition_437788.png", "url": "https://sms4smile.com/quotes/i/743/eric-ries-2911_acquisition_at-imvu-the-cost-of-customer-acquisition_437788.png", "width": 1080, "height": 1080, "caption": "“At IMVU, the cost of customer acquisition through our five-dollar-a-day AdWords campaign was less than…” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 10, "item": { "@type": "Quotation", "text": "Sustainable growth is characterized by one simple rule: New customers come from the actions of past customers.", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/sustainable-growth-is-characterized-by-one-simple-rule-new-customers/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/f8e/eric-ries-2911_action_sustainable-growth-is-characterized-by-o_3132202.png", "contentUrl": "https://sms4smile.com/quotes/i/f8e/eric-ries-2911_action_sustainable-growth-is-characterized-by-o_3132202.png", "url": "https://sms4smile.com/quotes/i/f8e/eric-ries-2911_action_sustainable-growth-is-characterized-by-o_3132202.png", "width": 1080, "height": 1080, "caption": "“Sustainable growth is characterized by one simple rule: New customers come from the actions of past customers.” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 11, "item": { "@type": "Quotation", "text": "Because startups often accidentally build something nobody wants, it doesn’t matter much if they do it on time and on budget. The goal of a startup is to figure out the right thing to build - the thing customers want and will pay for - as quickly as possible.", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/because-startups-often-accidentally-build-something-nobody-wants-it/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/bbc/eric-ries-2911_budgets_because-startups-often-accidentally-buil_2985238.png", "contentUrl": "https://sms4smile.com/quotes/i/bbc/eric-ries-2911_budgets_because-startups-often-accidentally-buil_2985238.png", "url": "https://sms4smile.com/quotes/i/bbc/eric-ries-2911_budgets_because-startups-often-accidentally-buil_2985238.png", "width": 1080, "height": 1080, "caption": "“Because startups often accidentally build something nobody wants, it doesn’t matter much if they do it on…” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 12, "item": { "@type": "Quotation", "text": "Most entrepreneurs don't need as many customers as they think. A lot of people think 10 is too few for a sample. But if all 10 refused a product, why is that not enough? If you want 100, 1,000 or a million customers, you first have to get 10.", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/most-entrepreneurs-don-t-need-as-many-customers-as-they-think-a-lot/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/f64/eric-ries-2911_business_most-entrepreneurs-don-t-need-as-many-cu_1133539.png", "contentUrl": "https://sms4smile.com/quotes/i/f64/eric-ries-2911_business_most-entrepreneurs-don-t-need-as-many-cu_1133539.png", "url": "https://sms4smile.com/quotes/i/f64/eric-ries-2911_business_most-entrepreneurs-don-t-need-as-many-cu_1133539.png", "width": 1080, "height": 1080, "caption": "“Most entrepreneurs don't need as many customers as they think. A lot of people think 10 is too few for a…” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 13, "item": { "@type": "Quotation", "text": "The goal of a startup is to figure out the right thing to build-the thing customers want and will pay for-as quickly as possible. In other words, the Lean Startup is a new way of looking at the development of innovative new products that emphasizes fast iteration and customer insight, a huge vision, and great ambition, all at the same time.", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/the-goal-of-a-startup-is-to-figure-out-the-right-thing-to-build-the/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/0de/eric-ries-2911_ambition_the-goal-of-a-startup-is-to-figure-out-t_2043171.png", "contentUrl": "https://sms4smile.com/quotes/i/0de/eric-ries-2911_ambition_the-goal-of-a-startup-is-to-figure-out-t_2043171.png", "url": "https://sms4smile.com/quotes/i/0de/eric-ries-2911_ambition_the-goal-of-a-startup-is-to-figure-out-t_2043171.png", "width": 1080, "height": 1080, "caption": "“The goal of a startup is to figure out the right thing to build-the thing customers want and will pay for-as…” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 14, "item": { "@type": "Quotation", "text": "Customers don't know what they want. There's plenty of good psychology research that shows that people are not able to accurately predict how they would behave in the future. So asking them, 'Would you buy my product if it had these three features?' or 'How would you react if we changed our product this way?' is a waste of time. They don't know.", "creator": { "@type": "Person", "name": "Eric Ries" }, "url": "https://sms4smile.com/quotes/eric-ries/customers-don-t-know-what-they-want-there-s-plenty-of-good-psychology/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/c7a/eric-ries-2911_able_customers-don-t-know-what-they-want-ther_1266150.jpg", "contentUrl": "https://sms4smile.com/quotes/i/c7a/eric-ries-2911_able_customers-don-t-know-what-they-want-ther_1266150.jpg", "url": "https://sms4smile.com/quotes/i/c7a/eric-ries-2911_able_customers-don-t-know-what-they-want-ther_1266150.jpg", "width": 1080, "height": 1080, "caption": "“Customers don't know what they want. There's plenty of good psychology research that shows that people are…” — Eric Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } } ] }, { "@type": "CollectionPage", "@id": "https://sms4smile.com/quotes/about/customers/eric-ries/#webpage", "url": "https://sms4smile.com/quotes/about/customers/eric-ries/", "name": "Customers Quotes by Eric Ries", "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "mainEntity": { "@id": "https://sms4smile.com/quotes/about/customers/eric-ries/#itemlist" }, "primaryImageOfPage": { "@id": "https://sms4smile.com/quotes/i/975/eric-ries-2911_action_new-customers-come-from-the-action-of-pa_874922.png" }, "description": "14 Customers quotes by Eric Ries. Plus more from Eric Ries and more Customers sayings from other authors.", "breadcrumb": { "@id": "https://sms4smile.com/quotes/about/customers/eric-ries/#breadcrumb" } }, { "@type": "BreadcrumbList", "@id": "https://sms4smile.com/quotes/about/customers/eric-ries/#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "Topics", "item": "https://sms4smile.com/quotes/categories/" }, { "@type": "ListItem", "position": 4, "name": "Customers", "item": "https://sms4smile.com/quotes/about/customers/" }, { "@type": "ListItem", "position": 5, "name": "Eric Ries", "item": "https://sms4smile.com/quotes/about/customers/eric-ries/" } ] }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```