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b'We recently hosted a conversation between fiifi Founder & CEO, Theron McCollough, and Lean Startup Co. Advisor, Chris Guest, focused on Theron\\u2019s experiences working in the world of startups and his recent return to the role of an entrepreneur as he launches his new venture.\\xa0\\n\\nIn Chris and Theron\\u2019s conversation, they discuss:\\n\\n- Given Theron\\u2019s background advising and investing in hundreds of startups, what insights has he taken with him as he re-enters the world of entrepreneurship? \\n- And now that he is a player again, does he follow the advice he would have given when he was a coach?\\n\\nAnd much, much more\\u2026\\n\\n\\nFor more than a decade, Theron McCollough has been working in the world of startups. Fairly early on in his career \\u2014 when he was working with Pivotal Software \\u2014 he began to notice how Lean Startup techniques could help a business scale. And while he took note of the usefulness of testing, iterating, and failing, one of the biggest things he learned was the importance of asking customers what they think. \\n\\nThe simple act of reaching out to the customer can be incredibly helpful and enlightening. \\u201cYou would be amazed at what you find out,\\u201d Theron says.\\n\\nIt\\u2019s one of the things that is easy to understand in theory, but Theron cautions, entrepreneurs have to put it into practice to see how it works. \\u201cUntil you actually do it, you don\\u2019t understand what the struggles are,\\u201d he says, adding, \\u201conce you get in there, you realize how much information every single customer or potential customer can give you to save you from wasting time and energy.\\u201d \\n\\nAs an added bonus, it\\u2019s also a great way to develop a customer base. If you adopt their feedback and apply it to your product or business, \\u201cthey\\u2019re going to be a customer for life.\\u201d Because they\\u2019ll not only feel heard, but you\\u2019ll have created something that made their business (or life) better.\\n\\nEmail us: education@leanstartup.co\\nFollow Lean Startup Co. @leanstartup\\nhttps://leanstartup.co/education'