Don't Ask, Tell
Customers often can't spec their own needs — lead them with a framework instead of asking what they want.
In a new category, buyers don’t yet have the language for what they need. If you only extract requirements, you get a wish-list for the old world. Bring a point of view instead and lead them through it — in a genuinely new market, people want to be led.
Why it matters: discovery-by-interview breaks down when the customer can’t articulate the problem. Supply the frame, then let them react to it.