The secret to understanding customers

It's funny because I think from the outside, I'm on these sales calls and then the AE or someone's watching me ask these questions. And I think often they're like, what are you doing? You're just asking questions from angles that I don't even know what your goal is here. And my goal is to feel bad in the same way that customers feel bad. They come to us with a request, Hey, we want X. And it's like there's something motivating it. You can do the normal analytical thing, be like ask five whys and try to figure out what were your goals? And as a Persona X, I want to achieve this outcome. You can do it that way, but you might miss the reason that they actually feel bad for not having this thing. Like, I can't accomplish this goal, so what? So I'm not gonna get promoted at work. Like, okay, great. I understand the severity of your problem at this point, right? Like, what is the actual sort of emotional valence that is motivating whatever you're telling me? And it takes a little while to get there.