People who make a product think and talk about it fundamentally differently than people who don’t. While both groups may use the same product, their context, understanding, language, expectations, and so on, is completely different. From a user’s point of view, a Big Mac eaten in Moscow is hardly the same product as a Big Mac eaten in San Jose, CA. And neither one is very much like a Big Mac eaten at McDonald’s Hamburger University in Oak Grove, IL. A strong product vision is important, but understanding what that vision means when it leaves your bubble is make-or-break stuff. Interviewing Users: How to Uncover Compelling Insights by Steve Portigal