A logical starting point in the process of innovation is to understand your customers' problems. Problems which you cannot rely on your customers to tell you unless you ask them. Even then, the information collected from customer feedback is only as useful as the questions you ask. After conducting surveys amongst your clientele, feedback received often merely relays customer attitudes towards their experiences with current products or services. The results display if your customers like what you are already offering but not quite what they need. Notions are based on past and not future experiences. The customer describes what he or she knows and not what they need if your do not seek their pain points and look for solutions along their life experience.