As thinkers, inventors and entrepreneurs we hear a lot of clichés. “Find a need and fill it.” “The customer is always right.” “Winners never quit; quitters never win.” And so on. But as entrepreneurs we recognize that common clichés are often not true at all – as with those just mentioned.
If you wait for your customers to tell you what they want, you’re going to be too late. You’ll go the way of universities that “teach” business practices that have already been used for 5 years by the brightest and best in real business.
What did customers in Henry Ford’s day want – not the Model T; they wanted faster horses. Giving customers what they want will force you to be playing catch-up with competitors. Steve Jobs doesn’t give customers what they want – he creates innovative and unheard of products and then wows people into wanting them.
If you provide the service your employer wants you will get a paycheck and two days off a week (feed the nice horsey). What would happen if you provided an idea or service that would transform your company?