Beware of early feedback, it’s mostly noise
It’s so exciting to get new ideas and find market problems at the start of the process. The users are engaged and you are doing your best to empathize with their situation and feel their pain.
Based on our experience with market discovery and the feedback we hear from our clients, it’s best to file away initial input and refer to it later in the process. It may be compelling, especially if it comes from a group of very impressive non-customers that your sales team is itching to win over. Generally speaking, this early input will not be enough to formulate a compelling problem statement.
Don’t be discouraged! Collecting input from a wide range of customers - current, competitors and potential - will unearth the true nature of the market problem explicitly, with emotion and provide the value of solving it.