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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