1) Don’t ask a group of people to do something you won’t ask your friend to do. Make better surveys. Target the right tribes. Create evaluations people get something from.
2) Don’t think the conversations others have are the ones you want to have. Not everyone cares about what you care about.
3) Don’t start with the product then come up with a story for it. If you don’t have a story to start from, then go out and experience more.
4) Don’t stand in front of your product. Get behind it, engage in the conversation that’s happening, be part of the avant-garde users.
5) Don’t put the spotlight on those who dislike you, your business or your product. Instead, put and keep the spotlight on your best customers.
Stay Positive & Simple, But Easily Forgotten
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