Businesses often want to enlist talent that will come to them with "genius" ideas on how to improve their business or generate more revenue for them. Designers, Product Owners, and Develpoers are often asked how to make products "loveable" or create new innovative solutions that "delight" customers. Trouble is, at the start of a project most builders don't know anything about the customers who they are building the project for. This talk focuses on how to embrace your own lack of end-user industry expertise, adopt an experiment driven to identify the most important customer benefit of any solution and pivot from an assumption to a data driven product definition. This talk will take you through the process that is used by product teams at Amazon and other global enterprise companies to work backwards from the needs of the customer while reinforcing the value of user feedback to stakeholders.