In agile software development, everyone loves to say they know what the customer needs... but who do you really need to listen to, and what are they really saying?  

This podcast explores the different roles and their interpretations of "customer needs", from product managers to founders to the actual customer!

0:00 Topic Intro: It's What the Customer Needs
0:33 When the Product Manager or Owner Tells You
1:57 Jumping to Solutions (vs Exploring Problems)
6:43 "The Customer Said" Defense
10:04 When a Proxy Product Owner Tells You
12:02 Business Analysts & UX Researcher
15:37 Proxy Cons: Decision Making Delays & Bottlenecks
20:37 When Your Boss Tells You
23:28 Red Flag on Idea Validation
26:08 When Sales Tells You
30:49 Negatives of Sales
33:28 When a Founder Tells You
34:53 Founders: 24/7 Type of People
39:09 When the Customer Directly Tells You
42:03 Process & Stakeholder Management
45:54 Customers Don't Know Your Systems
48:04 Wrap-Up

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Watch it on YouTube
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AA153 - "I" Know What the Customer Needs