The worst innovation question to ask customers

Knowing customers' needs is extremely valuable. But asking customers "What do you want?" is a horribly expensive way not to learn that. A much better question is "How do you get that done?" followed up with "What gets in the way?"

Listen carefully and ask many clarifying questions. Qualify everything you can. "How do you know you are finished?" "How do you know you have been successful?" "What is a lot? What is a little?" So on and so forth. Don't be an inquisitor, but a humble learner.

Next step is to verify everything you have been told. Does what they say match what they do? Remember, in case it doesn't that doesn't mean they lied. Rather, it means that there is an opportunity to improve and innovate.