In the realm of innovation, the common belief is to cater to customer desires. However, the approach I prefer is proactive; it focuses on anticipating what customers will need before they even realize it themselves. This perspective echoes Henry Ford’s sentiment that if he had consulted his customers directly, they would have merely requested a quicker version of transportation they already knew, rather than envisioning something entirely new. This illustrates a fundamental truth about consumer behavior and innovation.

It suggests that people's understanding of their needs is often limited to their current experiences, and that true innovation comes from envisioning possibilities that are not yet evident. Thus, I dismiss traditional market research as it tends to reflect past expectations rather than future needs. Our objective is to uncover ideas and solutions that are beyond the current scope, enabling us to innovate rather than just replicate what is familiar.