What keeps you up at night? Marketers like this question. The thinking is that if you can find what is so aggravating for the client, that they work on it during the day and even during non-work hours, AND you have a solution, then win-win is possible. The client can relax, at least during their off hours, and your solution returns value to your organization, that is the winning outcome we dream about.
What would happen if you figured out what was keeping the client up at night, and you did not have a solution?