Pain relievers are typically the first drugs recommended by doctors for migraine and headaches. But what if after taking the painkiller the pain continues? Should we take more painkillers?
This is also the case for startups. Educational books such as The Lean Startup, send the entrepreneur on the path of discovering the Pain and then providing a Pain Killer for it. But in fact the right thing is to find the root of pain. That pain itself is merely a symptom of a deeper problem. So, where the infection is should be treated. This is how pain can be truly cured and make the customers happy.
To do this we need to discover the real needs of the customer.
Of course, most customers simply do not tell you their needs, and for psychological reasons, in explaining their motives, they are torn by their words and behaviors.
An effective solution for this is to deeply observe the style and ways of life of people and potential customers to discover the underlying needs that are not understood from their symptoms (pains).