It's every child's favorite question, every parent's greatest irritant, and every business leader's constant quest. It's what every consumer asks himself before buying (or walking away from) a product.
The need to know why is universal. Yet entrepreneurs often struggle to understand why users might need their products and services. Some send out surveys because they're cheap and familiar, but surveys can't dig deep enough. Others, worrying about a host of other entrepreneurial issues, forget to focus on the customer's "why" at all.
It's a shame. Customer truths are out there just waiting to be discovered with the right methods. If entrepreneurs and forward-thinking e