Stop asking about features. Start uncovering the real story behind why customers chose you.

Another thing that people often do is when they're talking to customers, they focus on talking about the product, how the customer is using the product, what they like about it, all that kind of thing. Now that's important, but it's really the middle of the story, and we really want to focus on much more on the problem than on the solution. Because if you think about it, ultimately what you want is to get into the mindset of a prospective customer and figure out why they chose your solution. Because you want to use that information and those insights to be able to talk to more prospective customers. But if you just start from when they're already using the solution, then you're kind of starting too late in the story. What you want to do is try to capture the whole customer journey from the beginning before they even maybe considering you. You want to understand what was the problem that they even had that made them think that they might need a solution. You want to go all the way back there so that you can reach other prospective customers who are in that state now and might thinking they have a problem or have not even yet realized they have a problem. And then you want to bring them to understand, to explain, like, okay, I had this problem. These are the kinds of solutions I looked at. This is why the problem was so important, because I couldn't reach this goal for my company or for my team or for myself. These are the kinds of insights that really get you into the mind of a customer throughout the whole journey. And it's a lot of times things that go overlooked and are rushed to understand how they're using the product.