"most successful innovations speak directly to the progress consumers want to make, even when people can't tell you that themselves.
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What products and services did they purchase to make the progress they were seeking in the past? How did they make those decisions? What were their moments of struggle? What got them past their concerns?
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Go deep. Interview people for an hour each, and get into as many of the "whys" behind their stories and answers as you can. The true social and emotional value people seek is not in what they choose to do (or not do), but in why they do it.
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Customers can't always tell you what they want, but they can most certainly tell you what they are hoping to accomplish."
Trechos retirados de "The Key to Successful Innovation? Progress Over Product"
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