Get Out of the Building: Why Customer Insights Trump Office Brainstorms

You’ve likely heard the classic advice, 'just ask your customers'—but if you’re honest, it’s much easier to brainstorm solutions from the comfort of your chair. Imagine trying something different: you step outside on a drizzly afternoon, notebook in hand, a little nervous about approaching strangers. Down the block, you spot a mother wrangling two kids and hauling groceries. With a smile, you ask her about her grocery delivery headaches, and she chuckles—she’s tried three apps, all let her down. Her specific complaint? None sync with her family’s allergy list. You scribble this down—the problem is sharper than you thought.

Later, you move to a local café, chatting with college students about textbook buying. One guy’s phone buzzes—turns out, he’s on waitlists for half his classes and won’t buy anything until he’s sure he’s not dropped. Your detailed plan about ‘early-bird’ textbook deals feels less relevant with every story you hear.

By the time you trek home, your soaked shoes forgotten, you’ve got five painful problems you never imagined sitting at your desk. Sitting in the corner as you flip through your notes, you notice your original assumptions have shifted. The feeling is equal parts humbling and thrilling.

This approach, while awkward at first, is the heart of the 'customer discovery' method. Behavioral science backs it up—real learning happens when ideas are stress-tested in the wild. Direct customer encounters expose your blind spots, help refine your questions, and bring humility to your process. It may not be glamorous, but it’s where true progress starts.

First, jot down your strongest assumptions about your business or idea and keep it concise—a page or less per theme. Then, reach out to real people you want to serve, lining up five or so chats, even if they’re brief. Show up curious and let them talk about their struggles or how they try to solve similar problems now. Don’t argue or sell; just absorb their reality and notice the mismatches with your beliefs. Every time you hear something unexpected, revise your notes so tomorrow’s questions get sharper. You’ll find your understanding changing and your idea growing stronger with every voice you gather—so lace up your shoes, grab a notepad, and chase those conversations.