Some entrepreneurs would rather nurse their doomed prized possession – the Grand Idea – rather than learning quickly that there is no market for it. Part of the purpose of ‘getting out of the building’ is to learn whether you have a viable business idea. If you don’t, then you need to move on to something else as quickly as possible. You should remember that ‘getting out of the building’ is designed to minimize your real and opportunity costs (what you could have been doing if not building a product no one wants).   Note that analytics, surveys, and other automated user-facing testing tools are complementary, to but not substitutes for ‘Getting Out of the Building.’

(Excerpt from The Entrepreneur's Guide To Customer Development)

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