5 In the context of the lean start-up, and using the railways as an example, talk to people you know and ask questions that provide some insight into what it is that they (as rail passengers) really want from the railways. What is their main problem – for example, is it speed, frequency of trains, reliability, etc? You might, of course, take the same approach with air travel or cruise holidays. At the very least you might think to list the range of issues that you would anticipate – always accepting, of course, that it can be a mistake to prejudge what might emerge!