Innovators often *know too much* (or think they do) about their product or domain --> overconfidence and assumptions that customers share the same perspective. The “curse” is that once you know something, it’s hard to imagine what it’s like *not* to know it. Entrepreneurs form strong opinions early and fail to question them. They presume they’re asking customers the right questions and interpreting answers correctly, when in fact they might be missing the mark completely. similar:: [[Umwelt -- The subjective world that an individual organism experiences]] [[Knowledge is Ignorance]]