Consumed => “Steve Blank Introduces Scientists To A New Variable: Customers” by J.J. Colao on Forbes.

http://www.forbes.com/sites/jjcolao/2012/08/01/steve-blank-introduces-scientists-to-a-new-variable-customers

Great article. This should whet your whistle:

From day one researchers who arrive for class at Stanford University learn the most practical advice that every entrepreneur must master: Talk to potential customers. It’s at the core of Blank’s philosophy: The greatest product or service ever invented is worthless unless someone agrees to buy it. By the time teams return on day two, those who don’t have feedback from ten customers are thrown out of the room.