“hiring people who are into fishing makes a huge difference right like hiring people who are a target customer you shouldn't just hire your target customer when it comes to marketing and business it's actually pretty helpful”

Hire target-customer employees to close the empathy gap

Fishbrain is headquartered in Stockholm but its core market is American fishermen. Lisa deliberately hired US-based team members who actually fish — for business development, social media, and marketing. When a product team is culturally or geographically removed from its users, hiring inside the customer base gives permanent, cheap market research that no agency can replicate.