"Using the Product Development Waterfall diagram for Customer Development activities is like using a clock to tell the temperature. They both measure something, but not the thing you wanted."

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In any activity, we have to know what to expect, how to reach our objectives and what capacity we possess for the proposed task. The only people who can say they have renounced the fruit are those who, thus equipped, feel no desire for the results of the conquest, and remain absorbed in combat. You can renounce the fruit, but this renunciation does not mean indifference toward the result.

— Paulo Coelho