I met Hank about a year ago (maybe longer) and was instantly impressed. He helps lead a team at Fresno State, the Institute of Public Anthropology. In that role (along with his teaching), he helps designers and entrepreneurs understand how the market actually using products and services to meet their needs...even if the market creates a secondary use for a product (do you hear me Twitter?).
Here is why you call Hank. You want to take a product to market. In your brilliance, you designed it so that you will like it. You hire an engineer to materialize you dream. Now back up and engage Hank in the very beginning. You are not your customer.