I think “And what else?” is the best coaching question in the world. It does two things: It extends the period of curiosity, and it tames your advice monster.
If you're small, you're in a position where it's to your advantage to be weird—you can have a point of view that the big tech companies never could. In the world of chairs—you're not going to build a cheaper chair than Ikea. Why not build something they couldn't—like a more interesting one?