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Your time is too valuable to spend it on things people don’t want.

As counterintuitive as it may seem, talking to people can save you months or years of frustrating, fruitless effort. 

This book will teach you how to deploy empathy in a specific, targeted, structured way to pull opportunities out of customers that you and your competitors maybe didn’t even realize were there. People will tell you things—useful, actionable things—that you never would have found before.

Even if you have never interviewed customers before.

Even if your company doesn’t exist yet. 

Even if your company has been around for decades.

The skills you will learn can be used with potential customers, former customers, current customers, clients, stakeholders, people you advise, and even in your personal life.

You will walk away from this book with a toolbox of repeatable processes that will allow you to find opportunities and moments of unexpected insight time and time again.