I’ve met dozens of teams who have never talked to customers because they believe they aren’t allowed to. However, they regularly engage with customers outside of work. They work for a major bank, and most (if not all) of their friends have a bank account. They build sales software, and their best friend’s dad works in sales. They work on hospital badge systems, and they have three clinicians in their extended family. Don’t let perfect be the enemy of good. Get started by talking to anyone who is like your customers. Iterate from there.

— Continuous Discovery Habits: Discover Products that Create Customer Value and Business Value by Teresa Torres