A report from HBS Working Knowledge titled Customers & Services: The Customer Knows Best? Better Think Again suggests that customers aren’t always the best guide for innovation. The report is an excerpt from a Harvard Business Review article published in January, and seems to be in the Clayton Christensen school of thought (Christensen wrote The Innovator’s Dilemma, a need-to-read book about the challenge of innovation in a market-driven economy.) One quote in particular from this excerpt stood out:
“[C]oming to an understanding of what customers value is a far more fruitful exercise than merely asking them to submit their own solutions.”
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