Your audience can tell you about their problems, but they are unable to tell you about the solutions they need.

People can articulate their frustrations clearly, they can tell you what they don’t want, but are not so excellent in telling you what they want.

People are great at expressing their grievances and telling you what they don’t want, but they are less competent at expressing what they do want.

When Henry Ford asked what they want, they replied a faster horse. The possibility exists that we would not afford a long nice Sunday afternoon drive if he actually listened to their advice.

It is your responsibility to innovate the best solutions.

As Steve Jobs has said before:

“A lot of times, people don’t know what they want until you show it to them.”