Most products fail, simply because we build something nobody wants. This begs the obvious question: Why does this happen and how do you build what customers do want? Traditional approaches like surveys, focus groups, and even directly asking customers don't work because customers themselves often don't know what they want. In this talk, you'll learn a systematic approach for uncovering problems worth solving and turning them into solutions your customers cannot refuse.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]