And if you have an area you ’re working, talk to customers. Every day. Talk to users of your product, active, inactive, new, and old. Talk to people who don ’t want to use your product. Talk to people who are using a competitors product. Talk to customers of products in adjacent markets. Now, reread this paragraph and replace talk with listen. Understand how customers see the world. They don't know the solutions, but they know the problems well. If you haven’t talked to a customer today, you’re doing it wrong. The simple fact is that the majority of great software startups today required no technical insight to start, and you can always hire experts to help you scale. The driver of these innovations is a common understanding of what the customer (aka humans) wants.