One of the worst things that you can receive in business is a false positive signal - it’s usually worse than having no signals at all. When you follow a false positive, you waste time money and energy building something that no one actually wants. False positives can occur when asking improper [[Questions]]. ## Zooming in Zooming in too quickly is one of the biggest sources of false positives and [[bad data]]. For example, if you’re building a fitness app, and you talk to someone asking why they don’t go to the gym, they’ll give you answers related to time, convenience, etc. And you’ll think it’s your job to fix those things. But you’ve taken for granted whether or not they actually care about their fitness - because if they don’t, no matter how good your app is, they’ll never use it. While not always necessary, sometimes it makes sense to start the conversation from square one of “do they care at all”. However, for more obvious things, sometimes zooming in can help. I.e helping a startup find leads is usually a safe bet since most startups have troubles with marketing and inbound. **The real danger here is that people will still give you answers to your zoomed in questions, but not actually care a bout it** i.e if you asked someone who doesn’t care about their fitness at all what stops them from going to the gym, they won’t say they don’t care, they’ll say something like “well I’m already so busy anyways and the gym is an inconvenience”. HUGE source of false positives and [[bad data]]. See [[Questions]] for a list of “does this matter to you” questions to filter out if someone actually cares or not. **Start broad and don’t zoom in until you’ve found a strong signal, both with your whole business and with every conversation.**