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.
“Controlled environments” are another of modernism’s great obsessions. Extravagant amounts of energy are spent to keep buildings—as well as skyway systems, shopping malls, and domed stadia—at a constant temperature year-round via entirely mechanical means. The folly is not simply a touchy-feely isolation from the authenticities of nature, which can admittedly be cruel, but a larger disciplinary presumption that seeks to extend the centralized authority (central air, central government) of power ever more comprehensively. It is possible that this particular hubris may have pushed Gaia to the tipping point.