“When you begin with ‘Everyone’ you’re just stuck: How do you make any honest decisions? How do you solve any real problems? You don’t. You start to invent people and you start to invent their problems and it’s amazing because those people and those problems line up almost exactly with what you’re building and how you’re thinking about it—imagine that. Lying to yourself is amazing for productivity. …

[Solving real problems for a real audience is] the only way you make something that lasts, because you made something that someone actually cared about.”

- Daniel Sinker in “Oh my god, don’t make things for ‘Everyone.’“