Customer Quote by Eric Ries
“We must learn what customers really want, not what they say they want or what we think they should want.”
About This Quote
Source Book: The Lean Startup, 2011
The focus is on uncovering genuine customer needs through observation, not relying on stated preferences or assumptions.
In simple terms: Learn what customers truly need, not what they say.
Key Takeaway
Prioritize real customer behavior.
Themes
business
innovation
customer insight
Mood
analytical
pragmatic
Type
business
strategic
When to use this quote
- product development
- entrepreneurship
- user testing
- marketing strategy
Key Concepts
design thinking
validation
market research
Questions to Reflect On
- How can we better observe hidden needs?
- What methods reveal true preferences?
A Different Perspective
Assuming customers know best can mislead product design.
