A roadmap tells you what is going to be done and approximately when it’s going to be done, but it doesn’t tell you why. The information that is gathered during a customer visit helps identify new opportunities for driving revenue and delight. Not to mention, most innovation comes from exploring unmet needs, new user segments and new workflows. But also these interactions provide a wealth of color commentary. When you’re storytelling or drafting a day-in-the-life of narratives, that experience with your market takes your roadmap to the next level.