1. Where you base your business is really important
2. Really think about your brand - persona, name, logo, fonts, tone etc. (this really made me chuckle and think of the Southpark episode with Harry and Meghan)
3. You will Pivot!
4. Data should drive your decisions, always! That doesn't mean you'll always have it measured (a lot of 'gut feel' is made up of a lot of data points you have gathered previously).
5. The prospective customer is not always right. We definitely built some features for prospects that were never going to buy anyway!