Of course - you'd want to do validation with 4 or 5 companies, and identify common pain points, as well as separating 'nice to haves' from 'table stakes'. Usua

Of course - you'd want to do validation with 4 or 5 companies, and identify common pain points, as well as separating 'nice to haves' from 'table stakes'. Usually by the time you've done 3 or 4 calls with customers in a good target segment, you start to hear some common themes again and again. As you say though, you have to avoid the temptation to wrap yourself around the weird edge cases of one customer (especially if that customer is a 'big fish').