Real problems show up in repeated workarounds, delayed decisions, missed outcomes, budget lines, and emotionally charged stories.
Work through it
Watch behavior
Ask people to show the current process rather than explain what they might do.
Find frequency
A mild weekly problem can matter more than a dramatic annual inconvenience.
Trace consequences
Connect the immediate frustration to money, time, risk, identity, or a blocked outcome.
Rank urgency
Prioritize problems customers already attempt to solve without being prompted.
Common mistakes
- Leading the interview
- Asking whether someone likes your idea
- Assuming annoyance equals willingness to pay