thanks for the recommendations.
It's a heavy read and over a decade old now, but his book was a big lightbulb for me when it came out.
https://www.amazon.com/Four-Steps-Epiphany-Steve-Blank/dp/0989200507
The other is The Mom Test by Fitzpatrick.
https://www.amazon.com/Mom-Test-customers-business-everyone/dp/1492180742
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