“Customers don’t want software; they want their problems solved.” – Mary Poppendieck

“A problem is an active relationship between a human being and a situation that triggers a negative emotion.” – Tristan Kromer


“What are you going to reduce or eliminate from the customers?” – Steve Blank’s video

Sketching your customer problems

Sketch problems to communicate your assumptions.

Sketch (From Wikipedia) :

“Record or develop an idea for later use”  or
“A quick way of graphically demonstrating an image, idea or principal.”




“Perfection is not the goal. Communication is.” – Tristan Kromer


“Why draw? (…) Human beings, for the most part, are hard wired to interpret visual images with much greater fluidity than the written word.” – Tristan Kromer


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