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In violent agreement with doing market research (and making sure you do the research without inherent founder bias). Love quantifying the pain idea.

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My goal with the quantification is to mitigate founder bias. By reviewing on ground truth after the interview, the founder has a chance to assess what the interviewee actually said in a less emotionally charged setting. This is what happened in the latest case study: https://open.substack.com/pub/nascentstartups/p/how-a-founder-decided-whether-to

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