An example is Deploy Empathy:
Deploy Empathy: A practical guide for talking to customers
Your time is too valuable to spend it on things people don't want. As counterintuitive as it may seem, talking to people can save you months or years of frustrating, fruitless effort.
It's been fun watching, reading and listening to (and being a part of) the Deploy Empathy go-to-market process.
And knowing there's still so much more to come makes it even more fun.