The building block of Working Backwards, jobs-to-be-done, and customer development is your customers. If you make them the center and beginning of every product initiative, no matter how big or small, you hardwire them into a central part of your company culture.

Your approach to your customers is a reflection of your company's mission. It's not just about product-market fit, but positioning, marketing and sales. A customer-centric ethos will keep your entire company focused on building the best, most useful product it can.