The first and most important difference between pros and amateurs is that amateurs think about themselves. They come up with an idea, decide it's the right one and then go see who they can push it on. Pros know they don't matter. The customer lives their life in a certain way and it is their job to fit seamlessly into it. To understand the leap their customer is trying to make where they are now and where they'd like to be. Then to build a product that facilitates that leap.