--- title: "Meaning & Key Takeaway of: How do you discover a need that nobody…" description: "\"How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.\" — Donald A. Norman" image: "https://sms4smile.com/quotes/i/d28/donald-a-norman-6862_breakthrough_how-do-you-discover-a-need-that-nobody-y_881822.jpg" --- # How do you discover a need that nobody yet knows about?… ![“How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.” quote by Donald A. Norman](https://sms4smile.com/quotes/i/d28/donald-a-norman-6862_breakthrough_how-do-you-discover-a-need-that-nobody-y_881822.jpg) [Download](https://sms4smile.com/quotes/i/d28/donald-a-norman-6862_breakthrough_how-do-you-discover-a-need-that-nobody-y_881822.jpg) [Open image](https://sms4smile.com/quotes/i/d28/donald-a-norman-6862_breakthrough_how-do-you-discover-a-need-that-nobody-y_881822.jpg) > “How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.” [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Identifying hidden needs requires deep empathy and observation, leading to breakthrough products. **In simple terms:** Find unseen problems. Key Takeaway Explore user pain points deeply. Themes innovation empathy product design discovery needs Mood curious analytical Type strategic inspirational When to use this quote - market research - user interviews - prototype testing Key Concepts human-centered design latent demand creative insight Questions to Reflect On - What methods uncover hidden user needs? - How do you validate a newly discovered need? A Different Perspective Overemphasis on unknown needs can waste resources. ★ ★ ★ ★ ★ No ratings yet [Breakthrough](https://sms4smile.com/quotes/about/breakthrough/) [Breakthroughs](https://sms4smile.com/quotes/about/breakthroughs/) [Innovation](https://sms4smile.com/quotes/about/innovation/) [Inspirational](https://sms4smile.com/quotes/about/inspirational/) [Love](https://sms4smile.com/quotes/about/love/) ## Related quotes > [It is false to suggest that medical breakthroughs come only through government research.](https://sms4smile.com/quotes/roger-wicker/it-is-false-to-suggest-that-medical-breakthroughs-come-only-through/) [Roger Wicker](https://sms4smile.com/quotes/author/roger-wicker/) > [When you realize that the real breakthroughs come from levels of higher consciousness, then you also realize that the achievement of maturity and wisdom…](https://sms4smile.com/quotes/marianne-williamson/when-you-realize-that-the-real-breakthroughs-come-from-levels-of/) [Marianne Williamson](https://sms4smile.com/quotes/author/marianne-williamson/) > [“Discover what you need to do to make your life have meaning.”](https://sms4smile.com/quotes/sunday-adelaja/discover-what-you-need-to-do-to-make-your-life-have-meaning/) [Sunday Adelaja](https://sms4smile.com/quotes/author/sunday-adelaja/) > [On my walks, that's when the good ideas come. The kind of hard, gritty work is when you're sitting at the computer and it's…](https://sms4smile.com/quotes/maria-semple/on-my-walks-that-s-when-the-good-ideas-come-the-kind-of-hard-gritty/) [Maria Semple](https://sms4smile.com/quotes/author/maria-semple/) > [In the long run, curiosity-driven research just works better... Real breakthroughs come from people focusing on what they're excited about.](https://sms4smile.com/quotes/geoffrey-hinton/in-the-long-run-curiosity-driven-research-just-works-better-real/) [Geoffrey Hinton](https://sms4smile.com/quotes/author/geoffrey-hinton/) > [Breakthroughs come from crazy ideas, taking risks, optimism, doing whatever it takes.](https://sms4smile.com/quotes/anonymous/breakthroughs-come-from-crazy-ideas-taking-risks-optimism-doing/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [Psychological breakdowns are actually breakthroughs to enlightenment.](https://sms4smile.com/quotes/r-d-laing/psychological-breakdowns-are-actually-breakthroughs-to-enlightenment/) [R. D. Laing](https://sms4smile.com/quotes/author/r-d-laing/) > [Maybe it's wrong when we remember breakthroughs to our own being as something that occurs in discrete, extraordinary moments. Maybe falling in love, the…](https://sms4smile.com/quotes/peter-h-eg/maybe-it-s-wrong-when-we-remember-breakthroughs-to-our-own-being-as/) [Peter Høeg](https://sms4smile.com/quotes/author/peter-h-eg/) > [There are riches to be found simply by capturing the value released through others' disruptive breakthroughs.](https://sms4smile.com/quotes/jay-samit/there-are-riches-to-be-found-simply-by-capturing-the-value-released/) [Jay Samit](https://sms4smile.com/quotes/author/jay-samit/) > [“Breakdowns create breakthroughs. Breakthroughs create more breakthroughs. More breakthroughs create friction because idiots be jealous or don’t get it or protect their little corner…](https://sms4smile.com/quotes/richie-norton/breakdowns-create-breakthroughs-breakthroughs-create-more/) [Richie Norton](https://sms4smile.com/quotes/author/richie-norton/) > [Big breakthroughs happen when what is suddenly possible meets what is desperately needed](https://sms4smile.com/quotes/thomas-friedman/big-breakthroughs-happen-when-what-is-suddenly-possible-meets-what-is/) [Thomas Friedman](https://sms4smile.com/quotes/author/thomas-friedman/) > [There are no drive-thru breakthroughs. Breakthroughs take time.](https://sms4smile.com/quotes/joyce-meyer/there-are-no-drive-thru-breakthroughs-breakthroughs-take-time/) [Joyce Meyer](https://sms4smile.com/quotes/author/joyce-meyer/) > [We can be creative and generate new breakthroughs, if we're willing to work with ideas from the pool of history - both distant and…](https://sms4smile.com/quotes/doug-dawson/we-can-be-creative-and-generate-new-breakthroughs-if-we-re-willing-to/) [Doug Dawson](https://sms4smile.com/quotes/author/doug-dawson/) > [Historic changes and challenges. Breakthroughs in human knowledge and opportunity. And yet, for vast numbers across the globe, the daily realities have not altered.](https://sms4smile.com/quotes/anonymous/historic-changes-and-challenges-breakthroughs-in-human-knowledge-and/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [Real breakthroughs are not found because you want to develop some new technology, but because you are curious and want to find out how…](https://sms4smile.com/quotes/anton-zeilinger/real-breakthroughs-are-not-found-because-you-want-to-develop-some-new/) [Anton Zeilinger](https://sms4smile.com/quotes/author/anton-zeilinger/) ## More by Donald A. Norman > [“key to winning the race is not to compete against machines but to compete with machines.”](https://sms4smile.com/quotes/donald-a-norman/key-to-winning-the-race-is-not-to-compete-against-machines-but-to/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [ Hypertext makes a virtue out of lack of organization, allowing ideas and thoughts to be juxtaposed at will. \[...\] The advent of hypertext is… ](https://sms4smile.com/quotes/donald-a-norman/hypertext-makes-a-virtue-out-of-lack-of-organization-allowing-ideas/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [We delude ourselves if we believe that skilled behavior is easy, that it can come about without effort. We forget the years of tuning,…](https://sms4smile.com/quotes/donald-a-norman/we-delude-ourselves-if-we-believe-that-skilled-behavior-is-easy-that/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [“Could we ever switch to this or any of the many other rational systems? Unlikely: tradition is difficult to overcome.”](https://sms4smile.com/quotes/donald-a-norman/could-we-ever-switch-to-this-or-any-of-the-many-other-rational/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [People Propose, Science Studies, Technology Conforms.](https://sms4smile.com/quotes/donald-a-norman/people-propose-science-studies-technology-conforms/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [“If designers and researchers do not sometimes fail, it is a sign that they are not trying hard enough—they are not thinking the great…](https://sms4smile.com/quotes/donald-a-norman/if-designers-and-researchers-do-not-sometimes-fail-it-is-a-sign-that/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [What makes something simple or complex? It's not the number of dials or controls or how many features it has: It is whether the…](https://sms4smile.com/quotes/donald-a-norman/what-makes-something-simple-or-complex-it-s-not-the-number-of-dials/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [Only the most sophisticated of beings can lie and cheat, and get away with it.](https://sms4smile.com/quotes/donald-a-norman/only-the-most-sophisticated-of-beings-can-lie-and-cheat-and-get-away/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [Any time you see signs or labels added to a device, it is an indication of bad design: a simple lock should not require…](https://sms4smile.com/quotes/donald-a-norman/any-time-you-see-signs-or-labels-added-to-a-device-it-is-an/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [Good design is also an act of communication between the designer and the user, except that all the communication has to come about by…](https://sms4smile.com/quotes/donald-a-norman/good-design-is-also-an-act-of-communication-between-the-designer-and/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [“We need to remove the word failure from our vocabulary, replacing it instead with learning experience. To fail is to learn: we learn more…](https://sms4smile.com/quotes/donald-a-norman/we-need-to-remove-the-word-failure-from-our-vocabulary-replacing-it/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [When I use a direct manipulation system whether for text editing, drawing pictures, or creating and playing games I do think of myself not…](https://sms4smile.com/quotes/donald-a-norman/when-i-use-a-direct-manipulation-system-whether-for-text-editing/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [“Radical innovation is what many people seek, for it is the big, spectacular form of change. But most radical ideas fail, and even those…](https://sms4smile.com/quotes/donald-a-norman/radical-innovation-is-what-many-people-seek-for-it-is-the-big/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [Technology usually provides a series of tradeoffs. Each asset is offset by a deficit...A major problem occurs when those who suffer from technology's defecits…](https://sms4smile.com/quotes/donald-a-norman/technology-usually-provides-a-series-of-tradeoffs-each-asset-is/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) > [Simplification is as much in the mind as it is in the device.](https://sms4smile.com/quotes/donald-a-norman/simplification-is-as-much-in-the-mind-as-it-is-in-the-device/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Explore all 97 Donald A. Norman quotes ](https://sms4smile.com/quotes/author/donald-a-norman/) ## More Breakthrough quotes > [Real breakthroughs are not found because you want to develop some new technology, but because you are curious and want to find out how…](https://sms4smile.com/quotes/anton-zeilinger/real-breakthroughs-are-not-found-because-you-want-to-develop-some-new/) [Anton Zeilinger](https://sms4smile.com/quotes/author/anton-zeilinger/) > [The hardware and the software used in the Breakthrough project will be compatible with other telescopes around the world, so they too can search…](https://sms4smile.com/quotes/yuri-milner/the-hardware-and-the-software-used-in-the-breakthrough-project-will/) [Yuri Milner](https://sms4smile.com/quotes/author/yuri-milner/) > [Just like the breakthroughs, the bad stuff always takes you by surprise. (121)](https://sms4smile.com/quotes/gail-giles/just-like-the-breakthroughs-the-bad-stuff-always-takes-you-by/) [Gail Giles](https://sms4smile.com/quotes/author/gail-giles/) > [There are just moments when all the stars are aligned for breakthrough products.](https://sms4smile.com/quotes/john-sculley/there-are-just-moments-when-all-the-stars-are-aligned-for/) [John Sculley](https://sms4smile.com/quotes/author/john-sculley/) > [The founder of any branch must be more ingenious than the common man. However, if his achievement is not carried on by disciples of…](https://sms4smile.com/quotes/bruce-lee/the-founder-of-any-branch-must-be-more-ingenious-than-the-common-man/) [Bruce Lee](https://sms4smile.com/quotes/author/bruce-lee/) > [Brokenness is often the road to breakthrough. Hang in there. Your time is coming.](https://sms4smile.com/quotes/anonymous/brokenness-is-often-the-road-to-breakthrough-hang-in-there-your-time/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [Historic changes and challenges. Breakthroughs in human knowledge and opportunity. And yet, for vast numbers across the globe, the daily realities have not altered.](https://sms4smile.com/quotes/anonymous/historic-changes-and-challenges-breakthroughs-in-human-knowledge-and/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [Obama is hardly the first president to seek rapprochement with our adversaries and reconciliation with our enemies, of course. But his determination to make…](https://sms4smile.com/quotes/stephen-f-hayes/obama-is-hardly-the-first-president-to-seek-rapprochement-with-our/) [Stephen F. Hayes](https://sms4smile.com/quotes/author/stephen-f-hayes/) > [... when things get rough, a breakthrough is just on the other side of the pain.](https://sms4smile.com/quotes/shirley-maclaine/when-things-get-rough-a-breakthrough-is-just-on-the-other-side-of-the/) [Shirley MacLaine](https://sms4smile.com/quotes/author/shirley-maclaine/) > [Tonight, after a breakthrough year for America, our economy is growing and creating jobs at the fastest pace since 1999.](https://sms4smile.com/quotes/barack-obama/tonight-after-a-breakthrough-year-for-america-our-economy-is-growing/) [Barack Obama](https://sms4smile.com/quotes/author/barack-obama/) > [Opposition is just proof that you're close to a major breakthrough keepgoing!](https://sms4smile.com/quotes/rev-run-2/opposition-is-just-proof-that-you-re-close-to-a-major-breakthrough/) [Rev Run](https://sms4smile.com/quotes/author/rev-run-2/) > [ Innovation is not a big breakthrough invention every time. Innovation is a constant thing. But if you don't have an innovative company \[team\], coming… ](https://sms4smile.com/quotes/jack-welch/innovation-is-not-a-big-breakthrough-invention-every-time-innovation/) [Jack Welch](https://sms4smile.com/quotes/author/jack-welch/) > [“A reset isn't going backwards; it's clearing the path to move forward.”](https://sms4smile.com/quotes/alex-rivera/a-reset-isn-t-going-backwards-it-s-clearing-the-path-to-move-forward/) [Alex Rivera](https://sms4smile.com/quotes/author/alex-rivera/) > [The consensus we arrived with States for amending the Constitution to implement GST is a major breakthrough. This alone has the potential to make…](https://sms4smile.com/quotes/narendra-modi/the-consensus-we-arrived-with-states-for-amending-the-constitution-to/) [Narendra Modi](https://sms4smile.com/quotes/author/narendra-modi/) > [Conceivably, blockchains could rely on a number of standards above the Internet's existing standards to allow a smooth bridging from one layer to another.…](https://sms4smile.com/quotes/william-mougayar/conceivably-blockchains-could-rely-on-a-number-of-standards-above-the/) [William Mougayar](https://sms4smile.com/quotes/author/william-mougayar/) [Browse all 507 Breakthrough quotes ](https://sms4smile.com/quotes/about/breakthrough/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.", "creator": { "@type": "Person", "name": "Donald A. 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