Primary Source Information Wins

A framework for why gathering primary source information directly from users/customers is critical for business success, rather than relying on media narratives or conventional wisdom.

Why Primary Sources Matter

• Media/conventional narratives often miss emerging opportunities

  • Example: Palantir found 3-letter agencies lacked basic technology despite perception of having cutting-edge tools
  • Media wasn't writing about enterprise software when Palantir started, but the opportunity was massive

• Direct user interaction reveals hidden truths

  • Talk to actual users and customers
  • Gather first-source information on how the world works
  • Discover things about the world through direct experience
  • Find opportunities others miss by questioning assumptions

Common Mistakes to Avoid

• Taking worldview from media/social media instead of direct experience
• Accepting frames/narratives from others about what's important
• Playing to conventional wisdom rather than user needs
• Getting caught up in prestige/formality rather than solving real problems

How to Gather Primary Source Information

• Talk directly to users/customers
• Look for direct evidence rather than reported trends
• Question requirements and assumptions
• Focus on solving real problems vs following industry conventions
• Avoid getting caught up in corporate formality
• Stay unconventional when there is pressure to conform

Key Benefits

• Reveals opportunities others miss
• Provides competitive advantage through unique insights
• Helps avoid following incorrect conventional wisdom
• Allows you to discover real user needs vs assumed needs
• Enables you to build things people actually want

Implementation Tips

• Question every requirement
• Look for primary evidence vs secondary sources
• Talk directly to users whenever possible
• Stay focused on real problems vs industry trends
• Maintain healthy skepticism of conventional wisdom
• Build based on direct user needs vs assumed needs

The key is gathering direct evidence rather than relying on filtered/processed information from media or industry conventional wisdom. This provides unique insights others miss.