Every person who has had the courage to start a business has done so with imperfect information. There are always unknowns. We all wonder, “Is this even a good idea? How can I be sure? What can I do to prevent my business from failing? What direction should I take next?”

These are critical questions — questions that I’m betting have kept you tossing and turning at night more than once. Are they fundamentally unanswerable? I don’t think so. What successful entrepreneurs do is let the market tell them what it needs. When you need answers, that’s where you should turn.