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Disruption by Design: How to Create Products that Disrupt and then Dominate Markets by Paul Paetz

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CHAPTER 4

What Should My Product Do?

We thought that we had the answers

It was the questions we had wrong

—Bono

If there are no stupid questions, then what kind of questions do stupid people ask? Do they get smart just in time to ask questions?

—Scott Adams

Often the dumbest questions are the ones that yield the greatest insights. They are “dumb” because they seem so obvious, and no one dares ask them fearing people will think they are stupid. Usually it’s just the opposite and the stupidest mistakes happen when we don’t ask questions; especially the question “Why?”

Why are you building a product? Why does it do what it does? Why are the planned features on the requirements list?

Okay, so you don’t usually have a blank slate. You already have ...

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