Customers 2017

Amazon’s energy internally comes from its desire to impress its customers. This means reinventing normal and delivering products before customers even know they want them. Some companies may rely on customer surveys and market research to understand their users. This is especially dangerous when designing and inventing new products. 

“Good inventors and designers deeply understand their customer. They spend tremendous energy developing that intuition.”

“A remarkable customer experience starts with the heart, intuition, curiosity, play, guts, taste. You won’t find any of it in a survey.”