10. “My uncle used it and he liked it”

“Our boss couldn’t advance to the second screen.”

“I don’t understand. Something is missing.”

They are all phrases that hide a symptom: excess of self-reference.

Although in some stages of the project we must resort to self-reference, abusing this resource leads us to discussions that we should not have.

You are not your user.

Segment appropriately, define measurement parameters, go out and watch it work with your product.

There are no short cuts.