When was the last time you were face–to–face with your customers? For some people reading this the answer is never. For the rest of us it's rarely.
Maybe the reason so many of us don't like our project management software, our to-do software, our help desk software is that those of us building these applications are never face–to–face with our customers.
We have all these tools to gather feedback, to log issues, to plan features. But these are universally used to aggregate what customers tell us they want.
Yet, we can't see the way they shift in their seat as they say it. There's no flow to that conversation that might lead us to the deeper insights. We're stuck on the surface.