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.
This type of beauty grows with each passing day. Utilitarian craftwares become more beautiful the more they are used, and the more beautiful they become, the more they are used.
Moreover, the heavens have ordained that these objects should attain an even greater beauty as they become worn by the handling of human hands.
Miscellaneous handicrafts are devoid of ambition. Their purpose is to serve the needs of the people, not to achieve renown. Just as construction workers who have built a wonderful highway don’t sign their work, neither do artisans append their names to their ware. From beginning to end, without exception, such handicrafts are made by nameless craftsmen. It is this lack of desire for personal recognition that produces their flawless beauty.
Rather than the craft object finding the most suitable material, it can be said that the material finds the right object. Folk crafts are invariably the product of a local environment. When a certain locality is rich in a certain raw material, that material gives rise to a certain craftware.
Nature tells us the shape and pattern a material should assume, and nothing good can be achieved by ignoring its dictates. A good artisan seeks nothing that nature does not seek.