Great point. Also important that your customers may not even know what is possible, so they won't know to ask for it directly. Instead, if we ask why they want

Great point. Also important that your customers may not even know what is possible, so they won't know to ask for it directly. Instead, if we ask why they want something, we can understand their intents - and translate that into technology. We've seen this a lot with text analytics - instead of trying to repeat what humans do manually (reading/annotating), we try to understand the questions that clients are interested in (the drivers behind their current workflow).