What is so special about Ford, Tesla, Apple, Dyson, and Open AI?
These companies did not ask customers what they needed. Instead, they did hard work and imagined what their customers should have.
Whether it is an affordable car, an electric luxury car, iPhone, iTunes, a bagless vacuum cleaner or Chat GPT, these companies do not ask their customers what they need. Instead, they went on the difficult journey of finding what the customer should have.
Sitting on the customer side in B2B work, it is not unreasonable to think that our vendors do not develop solutions based on our needs but what we should have. If you believe in this, why not communicate your expectations with your vendors?
