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Customers don't create

Don't confuse customer's wishes for willingness to pay.

Bruno Pešec
Bruno Pešec
1 min read
Customers don't create

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.

InnovationEntrepreneurship

Bruno Pešec

I help business leaders innovate profitably at scale.

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