Insights from lecture with Harry West, Design Continuum

Focus on qualitative research (about 7 subjects) because you don't know the right question, much less the right answer

Treat subjects like they are smarter, but from a different place, and you don't speak the language

Key to killer product is to identify a contradiction and solve it (e.g. people like to have clean floors, but cleaning is a dirty task)

If reason for being is being first, you maybe leaving money on the table.