Customers Know More

Here's one of those academic quotes (Von Hippel) that just makes plain (common) sense...“Users generally have a more accurate and detailed model of their needs than manufacturers have.”   And here's the ever-articulate Johnnie Moore on the subject..."If you want to spend a fortune trying to be more clever than your customers, well good luck. On the whole it might be cheaper and easier to assume they have some idea about what they need and want."