First Look

Note of 2008.11.17
page.33-34

Most customers are pretty good at comparing your current offering with their current needs, and they’re all in favor of something a little faster, cheaper, or easier to use. But they’re not so good at helping you plan for new-to-the-world services, and they won’t give you any clues to creating new business models.

There are just too many unknowns. Customers usually can’t tell you how to create disruptive innovations.

But spend a day with them and watch what happens. Then you may actually start to get somewhere. If you’re interested in making something new and better, you’ve got to watch people struggle and stumble.