Really useful framing, especially "ask about the last time it happened" over a hypothetical pitch. One thing worth adding once you've run 5-10 of these calls: the same recurring moment often shows up in people's own search queries, what they actually type into Google when it happens. That's a cheap way to check reach before building past your own network: pull the real terms and test a narrow landing page against them, a paid-search version of the same discovery exercise, just at scale. (Disclosure: I'm from AdeptAds, a Google Ads campaign builder; account's too new for links here, happy to share the free tool in a reply.)