In this Insights Unlocked episode, we talked with Siena Hickey from Sanzo Strategy Group about why startup founders should lean into talking with their customers more, and what the risks are if they don’t. Siena has consulted brands across America, Europe, Asia, and Africa on the nuances of product market fit.

Customer feedback allows you to identify and remedy small problems before they have the chance to become critical issues down the line.

“People hear that word feedback and they often assume that it’s inherently negative,” Siena said. “Customer feedback is the way to decide how your business moves forward, and it does take a different type of vulnerability to open up your hard work to the people that you want to like it the most.”