What are their concerns?

What do they want to avoid at all costs?

What are they spending their efforts, time and money on?

What do they do for fun?

What books are they reading or have they read?

What are some of the core beliefs they have?

What are their blindspots?

Where are they stuck?

Who is presently letting them down?

What industries/companies are presently failing them?

What old models, methods, or systems are failing them?

What lies are they believing?