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What Every Angel Investor Wants You to Know: An Insider Reveals How to Get Smart Funding for Your Billion Dollar Idea by Brian Cohen, John Kador

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9 Going Belly to Belly with Your Customer

What entrepreneurs impress me most? The ones who have the courage and have taken the effort to seek out and actually talk to prospects and customers and other stakeholders. That’s what I call going belly to belly with customers.

What’s the best way to determine what customers want? Watch them. I remember one student who had an idea for a business in the wedding planning space. I had my doubts about the business model—was there anything really new about it?—but I was totally impressed by the research this student did.

It wasn’t easy for this shy student, but he went to Kleinfeld Bridal in New York City, ground zero for bridal parties preparing for expensive weddings. He respectfully approached women—it ...

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