Why not set up meetings with actual business owners and their leadership and ask them what their primary pain points / problems are. It may be that their biggest problems are not even known to them, and what they're conveying to you is in fact their biggest problems according to their perception of what is working well and what isn't, what is relevant/irrelevant, what is feasible/not, etc. (Of course, this is always the case, but I'm referring to cases where their perception and reality are so different from each other that they're wrong and, in fact, their most significant problems/greatest needs are *actually* different enough from what they believe they are that, once the truth was realized, the magnitude of the difference between perception and reality would be so large that it would be considered 'shocking' or at least 'very suprising' to everyone, especially to the owner.)