“We're going to go where those customers actually hang out — we're going to dive deep into Reddit, Facebook groups, Twitters, and even review sites. We're going to identify who the user is, what their ultimate goal is, and what are the current defects in the tools you're using.”

Mine Reddit, Facebook groups, Twitter, and review sites for the exact pain language

Before building anything, Hassam scrapes the exact phrasing customers use to describe their pain in community forums and competitor review sites. The output is dual-use: it dictates feature priorities and yields the landing-page copy that resonates because it mirrors how prospects actually search and complain. Skip surveys; mine where users already vent.