Paraphrasing:

"People don't want a drill, they want the hole"

Talk to your intended audience to figure out what they want to accomplish, not just the tools they ask for.

This is a useful way of looking at things. Yet, there is a limited distance we can expect the audience to traverse before using what they are familiar with. The number of fax machines in existence shows the staying power of habits.

As a startup, look at the decison/control points specific to the 'job to be done'. This is a game of revealed preferences and principle-agent problems.