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Here’s the secret — It doesn’t just happen, it takes a lot of effort. There is a way to do it. When people do it successfully, we call them genius. This is a deep dive into what an insight is, and how geniuses end up finding them.

Mindhunter is a Netflix show that revolves around FBI agents who interview imprisoned serial killers to understand how they think, with the hope of applying this knowledge to solve ongoing cases. The series is based on a non-fiction crime book written by John E. Douglas and inspired by events that happened in real-life. While watching this series, all I could think about is how similar it was doing user research. Here are my key takeaways:

A customer need is a problem or pain-point that the customer intends to solve with the purchase of a good or service. Here are some billion dollar examples:

We started our last company, SliceBread, in December 2015. Within three months we were able to bootstrap the company into profitability. We raked in half a million in revenues in the first year and grew consistently over the next eighteen months. And yet, in June 2018, we ceased operations.

A step by step guide to analyse and synthesize user interviews.