Sometimes we’re afraid to ask the right [[Questions]] because they may disprove our idea or expose us to something we don’t want to hear. [[Truth]] is the most important part, and arguably the purpose of asking questions in the first place. Otherwise you’re just setting yourself up for [[bad data]] and [[false positives]]. Finding the truth can be hurtful in the short term but can set you up for success in the long term, and avoid a lot of time and money wasting. **Learning that your beliefs are wrong is frustrating but it’s progress - it brings you closer to the truth of a real problem and a good market. The worst thing you can do is ignore the bad news while searching for some tiny grain of validation to celebrate.** ## Rules of thumb - There’s more reliable information in a “meh” than a “Wow!” - Lukewarm responses (apathy) give you more information than affirmative ones