Nobody knew they needed an iPhone, the thinking goes, until Apple created the need for it. Hence, if you want to be an innovation leader, you should seek to find ways to create customer needs.
Although this may sound reasonable, it’s a common misbelief based on people confusing customer needs with solutions. Great innovators do not create customer needs; they discover existing important unsatisfied needs, and then create solutions that address those needs dramatically better than any other option.
Charlotte Business Journal article here
Keywords
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