A corollary of this is that you can’t design a great product unless you live, eat, and breathe like your users do. You need to know exactly who your user is, what their problems are, how they perceive your product, and who helps them make buying decisions. Your intuition has to mirror how the customers will perceive your product. Categorizing features is only useful if it’s a good predictor of your actual users’s response. Otherwise, you’re just wasting time.