As product teams build digital products, they build expertise in their products. They know what the product is capable of. The challenge is that the customers don’t share this expertise.
Product people suffer from a bias called the “curse of knowledge": they develop expert knowledge about their product, they forget what it was like before they had that knowledge. And they can't imagine what it’s like for customers to not have this knowledge.
This becomes a significant problem when they make daily product discovery decisions without input from customers.
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