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Very good article. I like the fact that you emphasized evidence gathering vs. opinion gathering. The worst marketing advice I ever got was to ask the customer what he wants -- you must instead observe what he does. Most of the time, he is incapable of the honest self analysis to answer the question accurately.
For example, if you employ a sales staff and ask directly what they want, they will often tell you More Money (or a bigger house, nicer car, or something else More Money will bring them). But, if you observe most salesmen, what they're really after is Easier Money. You know this by observing the fact that they reach their goal, celebrate, then coast. If you provide a way to make Easier Money, a few may take the opportunity and run with it, but most will reach their goal or comfort zone and be happy. Then, when times get tough and they have to work harder to make the same money, they will inevitably resent you and sometimes abandon ship.
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