Steve, you don’t answer your own example for new categories like the iPhone. Asking people how they spend their time before the iPhone wasn’t going to lead to the MVP of the iPhone. Before the iphone people spent their time doing 1,000s of things. Maybe you can clarify
Another observation: I don’t see how your methodology relates to entertainment projects like movie ideas or even new media possibilities like content ideas for the Oculus Rift or Samsung GEAR VR. There’s no real “pain” involved for the current consumers of existing media. There’s no ongoing “Problem to solve”.