Customers don't create
Don't confuse customer's wishes for willingness to pay.
Innovators' success depends on their ability to deliver something of value to their customers, for which the latter are willing to pay for.
While there's plenty of good advice on how to approach these customers to learn more about their preferences, it is critical to remember that their answers are not a guarantee of willingness to pay.
After all, it is not their job to create the product. Customers vote with their money, but it is up to the innovators and entrepreneurs to create the product they will pay for.
Subscribe to get the latest posts delivered right to your inbox. No spam. Only Bruno.