Figure 3-6. The Build-Measure-Learn feedback loop from the book Lean Startup by Eric Ries You need to identify two or three nearby locations where you can make direct contact with your proposed customers. You can’t hide behind your desk. Think creatively about where your customers lurk by focusing on the types of activities they might be doing. If you can’t find them in the real world, you need to find them on the Internet (more on that in Chapter 8). In the case of Bita, her provisional persona was of an upper-middle-class yet value-conscious bride-to-be. Bita decided to hit the malls of Los Angeles where she thought she could find people who matched her persona. Her first stop was