Start with a narrow customer segment and a frequent, costly problem rather than a broad feature idea.

How to apply it

Interview people about recent behavior: what they did, how often the problem occurs, its cost, the current workaround, and who approves spending. Separate evidence from assumptions.

Worked example

Small recruiting teams may lose hours coordinating candidate feedback across email. Test the problem with interviews and a lightweight prototype before building advanced analytics.

Common mistakes to avoid

Treating compliments or hypothetical interest as proof of willingness to pay.

Practice task

Implement this concept in the capstone. Add one positive test, one negative or failure-path test, and a short note explaining the trade-off you chose.