A small team ships a product in eight weeks. The engineering is clean. The landing page loads in under a second, the onboarding flow has been tested on six devices, and the launch post is scheduled for Tuesday at nine. By Thursday, four hundred people have visited and twenty have signed up. Eleven of the twenty never return. The team meets to work out what went wrong and finds, in the first hour, that nobody had answered a simple question: which problem, for which person, is
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You have a client you have worked with for eight months. You have explained the background four times, re-uploaded the same three documents twice, and last week the assistant gave you advice that contradicted a decision you both made in June, because it had no idea June had happened.
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