Well, welcome back, everybody. This is the second part of what we're trying to teach you about customer discovery, customer validation, and how you build a business model for your new venture. In this step, we're going to talk about customers, what they're good for, they're not good for, what they can tell you, what they can't tell you, and how to know when you've received some information from them that's valuable. The thing about customers is they're experts in their own problems, but they don't always know that they're experts in their own problems. I'm sure you're familiar with a situation in your life where you know something, but you can't put it in words exactly. And sometimes the problem goes a little deeper than that. As Henry Ford said years ago, if I had asked people what they wanted, they would've said they wanted faster horses. He was trying to make them something completely new, as many new ventures do. And people just didn't know what they wanted in the way of a horseless carriage. In fact, that's what they called it for the first few years. So, customers don't always know what they don't know, and they don't always know what they do know. You have to get it out of them. How do you get it out of them? Well, first of all, do not make yes or no questions. We're going to talk about this in more detail. Second of all, ask questions that lead them to talk. So a who question, a when question, a why question, a how question, a how much question. And these are all great questions to ask people, because they get them talking. And then, when they talk, listen for an unexpected answer. Listen for an answer that you did not, that surprises you. When you get an answer that's a surprise, you're actually learning something, and that's quite valuable. For the same reason, you don't want to talk to people you already know because they're going to tell you what you want to hear, especially your friends. If you talk to your friends, they're going to say boy, your baby looks beautiful. They're not going to tell you your baby looks ugly. So, try to meet people that you don't already know. And don't try to sell to them. If you try to sell to them, they're probably going to say, yeah, that's pretty good. Not bad. And you won't learn anything, because what they'll be telling you is, I'll say anything to get this guy to stop talking. It takes about 100 calls to start to learn anything about your customers. So don't be dismayed when your first few calls are completely awkward, you don't think you're learning anything, you think you're making a fool of yourself, all that kind of thing. Get to about 100 before you start beating up on yourself. And finally, if you're going to get 100 calls, if you're going to get 1,000 calls, it takes planning and it takes work, and we're going to talk about how to do that. Thank you.