Customer Quote by Anthony Ulwick
““the customer-driven movement has failed to produce the desired results because asking the customer what he wants solicits not only the wrong inputs, but inputs that inadvertently cause the failures that managers are fervently trying to avoid.””
About This Quote
Source Article: Innovation Management, 2015
Relying on customers for product ideas often yields misleading input that can lead to failure.
In simple terms: Customer ideas can be misleading.
Key Takeaway
Validate customer input with broader research.
Themes
innovation
customer insight
risk
Mood
critical
analytical
Type
strategic
cautionary
When to use this quote
- product development
- market research
- strategy workshops
Key Concepts
design thinking
behavioral economics
feedback loops
Questions to Reflect On
- What alternative methods can uncover unmet needs?
- How can we filter customer suggestions for feasibility?
A Different Perspective
Customer feedback may reflect current habits, not future needs.
