17 7 / 2014
It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.
—Steve JobsAny innovative company struggles with how much to listen to customers. Most realize that you cannot trust them to tell you what your next new product will be. — Mario D’Amico, senior VP of marketing at Cirque du Soleil
Customers might help identify the destination, but you can’t listen to them on how to get there.
Put another way, it isn’t the customer’s job to tell you how to solve their problem; feedback is most useful in identifying which problems actually exist.
With these types of goals in mind, companies can gather valuable feedback from their customers that need not interfere with their creative process, or dictate how they should approach developing the best solution.
16 7 / 2014
"She’d read his mind and walked into his arms, as if she’d memorized a script he hadn’t even remembered writing until he found himself standing in the middle of it, breathing hard and barely able to let go."
12 7 / 2014