> Serious founders don’t just whiteboard, brainstorm, theorize. They become their potential customers, treating the task as a full-contact sport. This is why

> Serious founders don’t just whiteboard, brainstorm, theorize. They become their potential customers, treating the task as a full-contact sport. This is why the advice to scratch your own itch is quite common: you don't need to become your potential customer because you already are your potential customer.