Matthew talks to Linda Reid, Head of Product at Alternata, about why product thinking is the difference between a data product earning zero and earning scalable, repeatable revenue. Most organisations start from the wrong end: "I have data, what can I build?" Linda's argument is that you have to do the opposite. Understand what you've got, then ignore it and step into the shoes of the person who'd actually use it. What problem does it solve? How do they solve it today? And is the gap between old and new big enough that they'll pay for it? Covering the easy sells versus the hard ones (creating a market for a problem nobody knows they have), why empathy is the core skill, and the trap of building lots from your data without asking whether you should.