How often have you gone down the road of developing software almost to completion only to discover new requirements that require significant design and coding changes at the last minute? Requirements analysis is not just writing down what customers say they want. It's about digging down and discovering what they need. Without real analysis, our requirements often end up as poorly defined lists, anemic mock-ups, and incomplete or inconsistent models. Jack Jones spotlights one simple technique to discover these needs: Ask "why?" When the customer states a requirement, ask "why?" to delve down a level to discover their real problem, need, or opportunity. You may find you need to repeat "why?" a number of times. Join Jack to explore the very real consequences of not comprehending customer needs early in the process, and practice better communications techniques to avoid unnecessary requirements and scope changes.