On the other, and we keep forgetting this, most people have no idea what they want. Ford noted that if you asked the customer what they wanted, they would say a faster horse. Sony’s Akio Morita observed that there was little point in doing customer surveys because customers have no idea what is possible. He went ahead and made the Walkman, knowing that people would buy it, even though no-one had asked for it. Great visions often live far ahead of customer desires. Sometimes it is best just to do it and then ask.

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