Angelina YangFounder and Host, TwoSetAI · AI builder for visibility and discoverability

Go Where the Pain Is, Not Where the Vendors Are

4 Sept 2026 · 0 min

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In this brief excerpt, Speaker A argues that product discovery and customer research should focus on the places where customers actually experience pain and conduct transactions, rather than attending vendor‑centric events. Using a Jane Goodall metaphor, the speaker likens observing users in their natural environment to watching animals in the wild, urging teams to go directly to those settings and simply talk to customers about their problems. The core message is that authentic, problem‑focused conversations in the right context are the most effective way to uncover real needs.

The way I think about this is there's all these pools of pain. We go to the conferences where our customers are actually transacting with one another. We're going instead to a food and beverage conference. Jane Goodall, go and observe the animals in their natural habitat. And you're just like, okay, cool. Just go talk to your customers. Go talk to your customers about their problems. That's all you have to do.