Hi Jim — I’m a software guy myself and you starts with putting yourself in your customer’s shoes…

Hi Jim — I’m a software guy myself and you starts with putting yourself in your customer’s shoes and focusing on the job they want to get done through your software. Not features, but jobs.

There are numerous observation and interviewing techniques to uncover this.

Check these posts out for starters:

The Achilles Heel of Customer Development
_The Chinese word “weiji” for “crisis” is made up of two symbols - one signifying challenge (wei) and the other…_leanstack.com

http://leanstack.com/customers-need-to-fire-something-before-they-can-hire-your-product/