   
 | From the Editor's Desk
4 Things to Consider Before Involving Customers in the Startup Process There are risks to talking to customers early, but there can also be benefits.
Most advice for aspiring entrepreneurs these days pays homage to the notion that they must get "out of the building" and talk to potential customers. Whether they subscribe to design thinking, lean startup, agile, or a similar school of thought, the argument goes that the only way you will know if you are creating something that people will end up paying money for is by asking them. Makes sense, right? Well, yes and no.
Advocates of involving customers are correct in claiming that only the customer knows what she truly wants, so asking them seems like a no-brainer. Of course, not all of that knowledge is readily communicable as some of it often lies in the subconscious.
Continued here
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