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For me, it's often about consumption behavior. I focus my energy on understanding the heavy user. They are "odd" but hold opportunity. I ask: how do they use the product, what motivates them, how can we clone them.

Michael J. Silverstein
Opportunity, Focus, Understanding
Interview With Bob Morris, bobmorris.biz. November 28, 2015.
For me, it's often about consumption behavior. I focus my energy on understanding the heavy user. They are odd but hold opportunity. I ask: how do they use the product, what motivates them, how can we clone them.