"It’s all about the situation they’re in"

"Every company is interested in why people buy their products, but rewind time a bit further and you’ll find even more fundamental insights.
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Before someone goes buying, there’s a reason they go shopping.
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There are usually a few events that lead to the desire — or demand — to shop. Something happens that trips the initial thought. There’s a spark.
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#1 “We can’t keep working like this.”
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#2 “We can’t mess up like that again.”
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#3 “This project isn’t getting off the ground.”
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#4 “How am I going to pull this off?”
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what’s most interesting is feeling the moments, the situations people find themselves in before they’re our customers. It’s all situational. It’s not about this industry or that one. It’s not about demographics, either. It’s not even about the competitive set, yet. It’s all about the situation they’re in, the reality they’re trying to wrangle, and the progress they’re trying to make."

Trechos retirados de "The Why before the Why"