Somewhere on a long wall of brown paper, a wave of red sticky notes covers a process that everyone in the room has lived with for years.

Then someone walks over, taps the wall, and says: "If we could just wave a magic wand at this, what would it look like?" That question is the one that quietly builds real products.

What if the answer to "what should we build" wasn't in your head, or in a Notion doc, or in a competitor teardown, but sitting on a wall your customers were about to redesign for you?

In Episode 21 of Starting Up, host Jay Sensi closes the Voice of the Customer arc with the Improve and Control stages of DMAIC. The team stops documenting reality and starts designing the version they wish existed. Jay explains why the gap between the current state and the ideal future state literally IS your product feature list, how t ...