This was the post that made the lights come on for me: https://customerdevlabs.com/2013/11/05/how-i-interview-customers/ https://customerdevlabs.com/2013/11/05/

This was the post that made the lights come on for me: https://customerdevlabs.com/2013/11/05/how-i-interview-customers/ https://customerdevlabs.com/2013/11/05/how-i-interview-custo... After doing 10-20 of those interviews, I got pretty good at coming up with an internal "pain scale" - where this particular problem sits in terms of overall pain the customer is experiencing, and thus how much they are willing to commit to solving the problem.