What Are the Consequences of a Fire?

Pain points are really useful in understanding what your messaging should be as well as what should be on your product rod mat. We would have pain points, and then we would also try to force people to quanify the pain points. So with your hypothesis that's written down, go through, put a check mark next to anything that a customer confirmed, put in x next to anything they directly contradicted. You can consolidate all of the items that you marked as valid in in a spread sheet, which becomes an awesome reference for a discussions, for messaging, for content calendar.