Before you write a single line of code, formulate a business plan, or take some other kind of leap, interview 20 real potential customers. Not your friends or people you know. They have real potential buyers: and they have to be 20 of them.

You need the first five interviews just to truly understand the white space and the current opportunity. Make another five to confirm your pattern recognition.

And use interviews 11-20 to nail the pitch and hone your thesis. This will filter the ‘nice to haves’ from the ‘must haves’ in your pitch so you can dig on what is really x10 better.

When you are solving business problems (not consumer problems) research matters.

(From “From Impossible to Inevitable”).