Rather than describe the solution - a description that is always going to be lacking - understand what problem the customer is trying to solve. What limitation or barrier do they need to overcome? And why do they want to do that?
Big Visible posted a great photo / poster a few weeks ago with their article Velocity Is Like A Helium Balloon. While their focus is Agile development, the thinking behind it can be applied to just about any area of improvement. "Velocity is like a helium balloon. It will rise on its own, if nothing is holding it down!"