Asked Quote by W. Edwards Deming
“Customer expectations? Nonsense. No customer ever asked for the electric light, the pneumatic tire, the VCR, or the CD. All customer expectations are only what you and your competitor have led him to expect. He knows nothing else.”
About This Quote
Source Book: Out of the Crisis, 1982
Customer expectations are shaped by market leaders, not innate demand; innovation creates new needs.
In simple terms: Customers want what we show them.
Key Takeaway
Lead expectations through innovation.
Themes
marketing
innovation
leadership
Mood
strategic
inspirational
Type
business
leadership
When to use this quote
- product development
- advertising
- strategic planning
Key Concepts
expectation management
disruptive technology
value creation
Questions to Reflect On
- How can you discover latent customer desires?
- When should you challenge existing expectations?
A Different Perspective
May overlook genuine unmet needs that customers cannot articulate.
