One of the best pieces of advice I ever got was that when you’re starting a company, you often think you’re picking an idea, but you’re really picking a customer. It’s actually pretty easy to change your idea, but it’s way harder to change the customer you’re serving.
Every time you change customers, you leave all this learning on the table and start from scratch. Whereas if you’re iterating on a value proposition with the same customer, you’ve at least got all this learning about the customer that you can continue to leverage for future validation.
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