"The office is the laboratory and meeting your users is like going into the field. You can't just stay in the lab. And it's not just asking users what they want, it's about seeing what they're doing."

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Whatever the press is talking about, they want to keep talking about it. So instead of asking yourself, 'How can I get them to start talking about me?', figure out a way to get yourself involved in what they're already talking about.

— Brian Chesky