You can’t ask customers want they want… not if your goal is to find a breakthrough. Because your customers have trouble imagining a breakthrough.

You ought to know what their problems are, what they believe, what stories they tell themselves. But it rarely pays to ask your customers to do your design work for you.

Source: Seth’s Blog: You can’t ask customers want they want

There is a great line given by Sofía Vergara’s character in the first Smurfs movie, “He gave me what I asked for, not what I wanted”. I see this is true as teachers and as students, you can’t expect them to tell you exactly what they need.

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