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Also, optimize for learning. Something a mock up or interview can give you info on what to do next. Other times you need to ship to see what really happens. The worst is to continue shipping and “improving” a product nobody’s using.

Exactly. How do you even know it's improving? (As your quotes also imply?)

you need users! or metrics- to show if you're on a right path

If you ship crap, is that progress? Do you really learn something about PMF or is it just crap? Do you burn your relationships with the alpha-testers who are already going out on a limb for you? So: (2/4)

I think if you have potential customers actively engaged, who really do want the pilot and really will be giving you solid feedback, and will become paying customers once it's working, then it's not so bad to proceed cautiously rather than shipping shit quickly, which reciprocates that… (3/4)

…trust. What I think doesn't work, is not talking to customers at all, not having them waiting for a pilot, then building anyway. (4/4)