I don't think that's a bad way of going about it, just that it might not always be applicable. Some people go into business because they like business and see a

I don't think that's a bad way of going about it, just that it might not always be applicable. Some people go into business because they like business and see an opportunity, even though they may never use the product themselves. So they can't design it for themselves, because they wouldn't use it, and wouldn't know how it is used, or the best way to use it (such as a medical device company or something along those lines). So someone who has a great idea but is not a likely customer will have a lot to gain by going out and asking what real customers want and expect and what they would pay.