If you're 11 or 12

Here's a simpler way to think about it.

Imagine your best friend is coming over and you're making them a sandwich. You don't make "a sandwich." You think about what they actually like. You remember they don't eat mayo. You notice they always pick the cheese off when their mom packs cheddar. You remember the time they said pickles were "the best texture, mathematically speaking."

After two minutes of thinking about your specific best friend, you know exactly what sandwich to make. It's a turkey-and-pickle, no mayo, no cheese, mustard, on sourdough.

Module 1 is the same move. The "best friend" is the customer. The "sandwich" is the product. The two minutes of thinking is the part everybody skips.