Getting Customers to Tell You Stories

Ask questions that get customers to tell you stories, rather than giving simple yes or no answers. Stories help you go up to a slightly abstract level because you'll often find out why someone was using the product and what their goals were. Restating some one's feature request is an easy way to start to get to the underlying desire. If you could wave a magic wand and be able to do anything you can't do to day, what would it be? Anything you can imagine is possible. This might seem like an ideal self question, but we're not asking if a customer would do something. We're actually asking, what's your biggest pain point around this topic in a more fun way