… certainly not if you are looking for a way to make significant progress through breakthrough innovations, because your clients have difficulty conceiving of game-changing innovations.

Henry Ford once said that if he were to ask his consumers what they wanted, the answer they would give him is “a faster horse.

Customers won’t offer you breakthrough innovations. Know their challenges, beliefs, and tales. Asking consumers to design is hardly ever effective.

You have three options: you may hunt for hints, approach certain individuals differently, and take a plunge. If you’re the kind of person I created this for, you may say, “Here’s what I made, what do you think?”

The danger lies in the fact that you are likely to be wrong a great deal of the time.

But if you can’t accept it, you’ll never be capable of making significant progress in your situation.

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