Frances Frei

One, it gets you fluent in the language.

You're like, it's the pre-conversation so that you're ready to go and be able to participate in the conversation.

And you have a hypothesis of what you might hear.

But here's the second reason.

I want people to realize how little they can trust their instincts.

Because when you simulate it... It's super humbling.

Oh my God, it's so humbling because people have so much confidence.

Oh, our customers care about this, this, and this.

I want them to do this as a group exercise because they're going to be in a group with people who are just as confident and think very differently.

Well, first of all, you're both not right.

So imagine, and this is what's going on, but imagine if you had two people in the organization.

pulling the company in different directions.

That's what's going on.

And so by doing this first, by simulating it first, you get to surface, oh my gosh, we're not all going in the same direction.

We need to go in the same direction.

And then let's go get guided by the people who know the answer, which is the customer.

So if you're going to be successful in that market, look at things at the top of the list.

If it's not one, I sure hope it's two.

And if it's not one or two, I sure hope it's three.

Otherwise, don't be in that business.