As you talk with customers, you can keep asking them, “Why is that important to you?” until it doesn't lead to any new answers. This helps elevate the discussion from more granular, detailed benefits to higher-level benefits. This market research technique is called “laddering”; as you ask more questions, you are climbing up rungs on a ladder of related benefits. As you move up, ladders can converge, until you eventually reach the top of that particular benefit ladder.
