Slow is Fast: Why Startups Should Make Time to Design for Customer Goals (Ryan Bloom)

If there is one word to describe a startup, it would be “busy.” At a growing company, there are always more things to do than people to do them, and often times those who are most successful are the ones who can be decisive and execute on a given objective efficiently. There is nothing inherently wrong with this, after all the old saying “time is money” has never been truer in the fast paced world of internet startups. However, this approach can lead to trouble when employees begin to jump to solutions before truly understanding their customer’s problems. Often, companies will line up a slew of customer interviews and soon after, product teams will have a list of features and screen-shots ready to go into production. Thoroughly defining your user’s goals can feel like a step backwards; why think about the problem when you’ve already got the solution? (cooper.com)