Sometimes, talking and listening to customers, studying market
research and one process after another, can stifle imagination and creativity.
How can a new product or service be introduced without solid approval from its
target customers? How can any product make it without the blessing of a hundred
focus groups? However, we need only to look at the histories of some of the
most successful businesses to find that they were founded on products that
focus groups rejected.
Do your market research. Listen to your customers. Deliver the
best service. But use your imagination. Don't be afraid to let a new product or
service create a need. Don't let the data drive you. You need to drive the
data.
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