Users can provide valuable feedback about problems and how solutions could help them even if they don't know exactly what they want. The document recommends talking to 5 or more users to understand what is going and not going well with their current process. It advises listening more than talking and letting users struggle to find the right words to fully understand their experiences and needs. Speaking with users helps test assumptions and can point to better solutions than simply giving people what they say they want on the surface.