There’s always a lot to do, probably enough to keep you pinned to your desk or your meeting room chair all day every day with a little time for walking between the two via the coffee pot and the bathroom, just. However high-value that work may be, the next needle shifting insight is unlikely to come from an internal meeting or working down your to-do list.

It will come from the real world – where your product lives with your customer and when users interact with it.

You can try to outsource the insight business, read those feedback reports.

Might work.

Or you can talk to actual customers, have the product people meet the end users, peer over shoulders, listen to the things they’ll only ever say deep in a real conversation with someone who cares and understands.

Skippy strategy: Stand in front of an actual customer and have a real conversation.