I like the angle that it's not just ignorance that keeps us away from early customer contact (and therefore facts about product fit) but the perhaps unconscious attraction of fun and lack of constraints. There is a comment directly about that (part 2, 4:30 in): when you are free of the burden of knowing how your product fit is wrong, it is very entertaining to be creating in this blank world where you have only your own cleverness as a design opponent. This seems really dangerous, especially if one of your motivations to start a venture is to not feel so constrained.
He also totally nails the resistance to testing caused by fear of what testing will tell you.
I cost myself a pile of money on Facebook ads this week, trying to do an Easter promotion. That happens sometimes: new initiatives don't pan out, it is inevitable. What wasn't inevitable is after I had evidence of it not working -- and not just a little off, I mean nuke-it-from-orbit-its-the-only-way-to-be-sure monstrously off -- I decided that in spite of the evidence the problem was probably not Facebook users or my ad campaign but my stats code. ("What do you mean I'm paying $30 to sign someone up for the free trial? It costs me twenty six cents sending AdWords traffic to the same page. Clearly this math is incorrect!")
So I spent two hours rewriting my stats code to fix the "bugs" that must have been happening, then let my ads run another day. I might as well have taken $70 out of my pocket and set fire to it.
