> If you want to make something for your customers, listen to them That is absolutely good advice. Note that I only said it was harder to empathize with the un

> If you want to make something for your customers, listen to them That is absolutely good advice. Note that I only said it was harder to empathize with the unknown. However, an obvious result of the Two Generals' Problem is that you can only communicate through common knowledge. Getting it takes more work than having it. For instance, it is likely that when you first built the tool, you made its UI use a language you understand. Let's say there is suddenly a large amount of interest in having that tool from a country with a language and culture you do not know. Learning the specifics of that culture takes more work than having someone with that knowledge in your company. They may know what keyboard those people have, how they expect their right-to-left language to be input, how they react to specific UIs. A company that has this knowledge in-house is more likely to get that market than one which relies on surveys. For companies that target a large number of markets with shifting needs, it makes diversity a business requirement to outpace competitors.