Customers are Weird

Really, really weird.

Imagine a company with 2mm customers. Reasonable-sized, not huge.

How many people do you know well? Maybe 100 people? Think about the absolute weirdest person you know. That company has customers that are literally 100 times weirder than the weirdest person you know. In fact, they've got 200 of them.

It's a bad idea to think you know what customers are going to do without testing, measuring, and finding out.