What's important?

Computer scientist and mathematician Richard Hammond -- he of the Hamming Code -- used to ask his colleagues two questions. In order:

1. What the most important issues in your field?, and the follow-up
2. Why aren't you working on those?

Often this induced a cold-shoulder response, but others were grateful for the nudge.

I have been meditating on what the equivalent question should be in a business, as opposed to Science. My tentative questions are:

1. What are the most important issues facing our customers?
   
2. Why aren't we working on those?
   

From this it follows that deeply understanding our customers' issues is of paramount importance.