Innovation and the Customer
Henry Ford’s classic quote …
“If I had asked my customers what they wanted, they would have told me a faster horse.”
Ford’s own innovation we know all about but it is a lesson on how the view of the customer can be different from that of the innovator even though the end result can benefit both.
Does this mean we should ignore the customer when going down the innovation journey? Of course it does not, but it should be looked at that the customer is a fellow passenger on the journey and can be involved at all points.
The beginning of this is in understanding how your clients work. This in itself is not enough; you also must understand their needs not only at present but also moving into the future.
There are times when the client will be immersed in the needs of today without the opportunity to convey to you their thoughts on what could be coming down the line. By understanding their business, and the environment in which they work, an innovator can allow the clients to successfully meet some of the challenges ahead without needing to fire-fight when those challenges arise.
So, for your customers, you need to deliver what they need now, but to be an innovator you need to deliver what they will need in the future even if they do not yet know it.
