1. “The first principle is that you must not fool yourself, and you are the easiest person to fool.” Richard Feynman

2. So how do we avoid fooling ourselves?

3. “In general we look for a new law by the following process: first we guess it. Don’t laugh -- that’s really true. Then we compute the consequences of the guess to see what, if this law is right, what it would imply. Then we compare those computation results to nature, i.e. experiment and experience. We compare it directly to observation to see if it works. “If it disagrees with experiment, it’s wrong. That simple statement is the key to science. It doesn’t make a difference how beautiful your guess is, it doesn’t make a difference how smart you are, who made the guess or what his name is -- if it disagrees with experiment, it’s wrong. That’s all there is to it.” Richard Feynman

4. Describe in as much detail as possible your user Age? Male/female? Income? Student? Education level? Job? Relationship with them? What’s important to them? What words do they use? What matters to them? Where did they go to school? Where do they spend time? What do they worry about? Where do they vacation? What kind of car do they drive? What music do they listen to? Where can you find them? What websites do they visit? Where do they eat? Where do they shop? What brands of clothing do they wear? What TV shows do they watch? Where will they be this weekend? What kind of phone do they have? Where do they live? What excites them? Do they carry their books to class? Do they wear glasses? What other details do you know? Where do they shop? What apps do they have on their phone?

5. This helps us understand them and what they need or may want.

6. My challenge to you: Find and talk with at least 3 potential users. Run the experiment. Are you right or wrong?