Give the people what they want. If you want to go out of business that is.

Title: 3 Ways To Predict What Consumers Want Before They Know It
Context: Innovation is by definition, something that your customers have never seen before.
Synopsis: Of course we all know that it is our job to delight customers with new and better experiences every time we ship a product. Of course we get to those types of things after we implement the features already on the backlog, update the MVO and tidy up the UI per the customer’s feedback. So everything after that should be spent solely on “innovating”. And how does one innovate? Well, certainly not by listening to the customer. All he knows is what he already has. He knows how he wants to fix what he has because there are plenty of things that he wants to change about it. Giving customers what they ask for is to be expected. Giving them something they didn’t realize they wanted is how you change a customer into a loyal customer.
Best Bit: “The customer rarely buys what the company thinks it sells him. One reason for this is, of course, that nobody pays for a ‘product’. What is paid for is satisfaction.”

via innosight.com