Rob Fitzpatrick > Quotes > Quote > Matthew liked it

“Trying to learn from customer conversations is like excavating a delicate archaeological site. The truth is down there somewhere, but it’s fragile. While each blow with your shovel gets you closer to the truth, you’re liable to smash it into a million little pieces if you use too blunt an instrument.”
― Rob Fitzpatrick, The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you