You want to learn about what's already in their heads. You want to avoid putting things there.
Emmett ShearThis is true for most new products. The majority of people you're competing with are non-users. They are people who have never used your service before. And what they say is actually the most important. What they say is the thing that blocks you from expanding the size of your market with your features.
Emmett ShearWho would you talk to? That is the first question for almost any startup that you need to answer. Who is my user and where am I going to find them?
Emmett ShearI wish I could tell you the recipe for figuring out who the target user is for your product and who your users should be, but... there isn't a recipe. It comes down to think really hard and use your judgement to figure out who you're really building this for.
Emmett Shear