“If I’d asked people what they wanted they’d have said faster horses” declared father of the motor car Henry Ford. Fast forward a century to another great innovator, co-founder of Apple Steve Jobs. “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”. If we take these comments at face value they suggest that customer opinion can’t be the source of paradigm shifting NPD.
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