Amateurs think that the answer lies in their brain somewhere. 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 matters. 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. But pros know they can't dream of doing that without first understanding points one and two.