Awkward Reality #89
Customer value is only created when an important, unmet customer outcome is improved. Period.
Sure, you can develop products that you find exciting. But unless these products address something customers find important and unsatisfied, don’t expect them to buy them. And if customers do buy your product, they certainly won’t pay a premium. If you’re not happy about this, you’ll have to complain to Adam Smith.
More in white paper, Catch the Innovation Wave (page 8).