The first myth that comes to mind is the long held belief that customers have latent or unarticulated needs. In the outcome-driven paradigm this is simply not true. What is true is that customers are often unaware of solutions that are on the horizon or unable to articulate a solution, but this is to be expected. Innovation is the process of devising solutions that address unmet customer needs. When approaching customers, a company should only be expecting to understand their needs. Solutions, for the most part, should be devised buy qualified scientists, technologists, engineers and the occasional lead user.
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