Such a simple and fundamental question. What do customers want? How much time and energy do we spend on this most important of topics. Tony Ulwick has been thinking about that very thing for a long time, and written several books about it. In this episode Tony joins to show to talk a bit about how deretmining what those customers needs are is the key to so many things that make the Product Owners job of delivering value a bit easier. If you don't start with those needs, how difficult it is to find them out, and why your product may not be successful. Feedback: twitter - @deliveritcast email - [email protected] Links: PO Coaching and Consulting - Tony Ulwick - on twitter -   Michelle Yick - Maarten Dalmijn -