Psychology and human behavior dictate every part of a business. Knowing the ins and outs of your target user, your company, your product experience, and yourself is the key to a successful startup. Who is your user? How do they feel about your product? How do they feel about your company? From what font you choose, to what you wear in a business meeting, to figuring out where your user likes to hang out, to how your product makes people really feel, this session will help you ask the right questions about human behavior, the right way. After going through these questions, you will have the chance to try and answer them the best you can, so that you leave the session knowing which areas you need to work on more. We will then discuss how can you take this information and translate it to your fundraising efforts, marketing strategies, and product development.