As companies grow, communication becomes fragmented across more people, increasing the risk of "translation errors." Regular, firsthand customer experience for all roles—not just founders—is essential to prevent internal models from diverging from customer reality.

MongoDB's CEO attributes his business acumen as a product person to constant customer interaction. This goes beyond feature requests to understanding their broader problems, buying processes, and deployment challenges. This intimacy allows product leaders to anticipate market needs and build solutions that have a clear path to market, moving beyond the "if you build it, they will come" fallacy.

A new CEO’s first few months are best spent gathering unfiltered information directly from employees and customers across the business. Avoid the trap of sitting in an office listening to prepared presentations. Instead, actively listen in the field, then act decisively based on those firsthand insights.

When starting a new partnerships role, resist the pressure to show immediate results. Spend the first 90 days on a listening tour with internal teams and external partners to identify systemic patterns and root causes, rather than applying superficial 'Band-Aid' solutions.

In your first 90 days, resist the urge to be the expert. Instead, conduct a "listening tour" by treating the organization as a product you're researching. Ask questions to understand how work gets done, what success looks like, and what challenges exist at a systemic level.

New ventures succeed through obsessive customer focus. As businesses scale, leaders often turn inward to focus on internal metrics, processes, and stakeholders. This shift away from the customer is a leading indicator of failure. Success is a function of customer proximity.

The conventional 90-day onboarding plan, where new leaders spend the first month on a "listening tour," is no longer viable. Today's tech environment demands that leaders build trust, make decisions, and show tangible outcomes within their first 30 days—shifting from observation to immediate action and impact.

The only reliable way to understand a customer is to "forward deploy"—work alongside them in their actual environment. This direct experience of their job closes the context gap that interviews can't bridge, revealing unspoken needs and frustrations.

To truly understand B2B customer pain points, data and interviews are insufficient. Product teams must immerse themselves in the customer's environment, such as by working for an advertiser for a week or shadowing an accountant for a day, to gain firsthand workflow experience and develop deep empathy.