Get out of the building refers to startups focusing their energy on customer research. The term was coined by Steve Blank, an entrepreneur famed for developing the customer development method.
Blank says that too many startups focus their efforts in the wrong place, focusing on sales or design too early and failing to consider the needs of the customer. The result? These teams end up launching products to a market that they assume exists.
Instead, he urges startups to get out of the building and meet potential customers to learn about their needs firsthand.