Yup. To be blunt, customers often don't know what they need. Often they don't even know what their real problems are. But they know what their pain points ar

Yup. To be blunt, customers often don't know what they need. Often they don't even know what their real problems are. But they know what their pain points are, and a good BA or Product Manager/Owner will know how to dig into those pain points and unearth the real problems that need solving, and how best to go about solving them.