Demand Horizon: Chapter Nine by Gerry Campbell
=> Key takeaway #1 (page 131)…
“‘And those who were seen dancing were thought to be insane by those who could not hear the music.’
=> Key takeaway #2 (page 135)…
“Users are in control and we have tools at our disposal to understand what they want. By climbing up to the crow’s nest of big data and exploratory user conversations, we can use our telescope of interpretation and data analysis to see beyond the currently visible horizon of current demand.”
One thing I’d like to add / clarify:
“…understand what they MIGHT want…”
Believing that you know and that you have THE answer is a fool’s game. Be diligent. Be thorough. Just don’t be too cocky.