Comment by atoav

Not knowing the book, but this sounds a lot like a scientific mindset where people try not to bullshit themselves.

This is good advice, many people who start out only see what they want to see. Yet, this can go into the other direction as well, where people tie themselves to the result of one poll or survey as they have lost touch with their customer base completely.

As always: if people tell you about their problems aand things they dislike those things are real even if they don't make sense. If they tell you how to solve it they are most likely wrong.