Gaining a deep understanding of the problems that customers face is how you build systems that provide unique value and grow. It all starts with a conversation. That conversation turns into a ongoing dialog where we might add robot listeners. These listeners start to notice empathetic customer care that delights customers versus careless handling that infuriates or even loses customers. You have to let go of your assumptions so you can receive with an open mind and understand what’s actually important to them. That way you can build something that continuously makes their life better. Something they actually want to buy, over and over.