How you ask?

Mostly by listening. I listen to what business owners say they want to provide and achieve. I listen to what customers say they want and need. I listen to what people don't say, and more importantly what they mean. When I'm not listening, I tell stories. I tell stories about customers so that business owners can see them. I tell stories about products and services so that customers can understand them. I tell stories about facts & figures and technologies & interactions so that people can use them.
 

Once more with a bit more jargon.

I leverage user-centered design methodologies to define problems and rapid prototyping techniques to define solutions. See what that means.