How do you know what you know? What makes what you know significant?
How do new entrepreneurs know to launch, or current companies decide on a new feature for their product?
We spend a lot of time talking about customers and their problems with hypotheticals. We spend some time going out to confirm what we already know.
Try open-ended questions. Don't guide. Come into the interview wanting surprise.
Know for certain with a/b tests or clever data tracking. Intuition can be wrong.