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questions I thought I badly wanted answers to – a pattern emerged and it became crystal clear that every question of mine fell into one of two categories: • Type 1 Questions: Whose answers I didn’t know what to do with – nice-to-have answers that would serve my curiosity but not much else. It wasn’t clear how to use the insights from those answers to drive growth. • Type 2 Questions: Whose answers I knew exactly what to do with – answers that would give me, for instance, the insights to figure out what’s preventing users from hitting the activation milestone. I had clear use cases and the tools in place to use the insights to drive growth. The Type 2 questions are essentially what I refer to as burning questions. (View Highlight)