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Founders often ask me what to listen for in customer calls to know if they have a hair-on-fire problem. This is the wrong question. Can you run their business? If you were CEO, would this be a top 2 priority? Because most businesses never get to #3. Rather than pitching your idea, learn the business so well you could run it yourself. You'll know exactly how big the problem is and what they'd pay. And if this is going to 100x their business and they still won't buy? You just discovered the AI version of their company.