““Avoiding the Wish List Some people will evade your questions and say, “Here’s what I want.” They’ll start listing features and options; I’ve even had people start sketching mockups in coffee shop meetings! On the surface, this sounds amazing: a prospective customer practically writing your product requirements for you. The truth is different: thousands of failed products are created based on what customers said they wanted. You’ve probably worked on at least one of them in the past.[45] You don’t need to learn what customers say they want; you need to learn how customers behave and what they need. In other words, focus on their problem, not their suggested solution.””
![“[On living in New York City:] I'm oblivious to everything.…” quote by Laura Kightlinger](https://sms4smile.com/quotes/img-quotes/f87/laura-kightlinger-24538_cities_on-living-in-new-york-city-i-m-oblivious_55113.jpg)
