Once you see that an answer is not serving its question properly anymore, it should be tossed away. It's just their natural life cycle.
They usually kick and scream, raising one hell of a ruckus when we ask them to leave. Especially when they have been with us for a long time.
You see, too many actions have been based on those answers. Too much work and energy invested on them. They feel so important, so full of themselves. They will answer to no one. Not even to their initial question!
The hardest thing about customer interviews is knowing where to dig. An effective interview is more like a friendly interrogation. We don’t want to learn what customers think about the product, or what they like or dislike — we want to know what happened and how they chose... To get those answers we can’t just ask surface questions, we have to keep digging back behind the answers to find out what really happened.
And through their unremitting efforts they were able to acquire once again the knowledge and feeling that qualified them to return as full-fledged members of society...
Time passed with shocking swiftness, and soon the boy was thirty-two, the girl thirty.
One beautiful April morning, in search of a cup of coffee to start the day, the boy was walking from west to east, while the girl, intending to send a special-delivery letter, was walking from east to west, both along the same narrow street in the Harajuku neighborhood of Tokyo. They passed each other in the very center of the street. The faintest gleam of their lost memories glimmered for the briefest moment in their hearts. Each felt a rumbling in the chest. And they knew:
She is the 100% perfect girl for me.
He is the 100% perfect boy for me.
But the glow of their memories was far too weak, and their thoughts no longer had the clarity of fourteen years earlier. Without a word, they passed each other, disappearing into the crowd. Forever.