 now companies that are product companies naturally do this on their own because they're trying to meet the needs of multiple different customers simultaneously that means they're always abstracting the things that they're hearing because no two customers are ever going to say the same exact thing the same exact way so they have to take on this burden of interpretation of what it is that the customer is really trying to solve not the solution that they present to you but the problem that they're trying to illustrate in their description of what they think a good solution would be