When developing a product, you know what you know (facts)… what you think (hypotheses)… and what you don’t know (gaps). But breakthroughs usually come from what you didn’t know you didn’t know. Only your customers know this, so you must let them guide you. This provides the spark of innovation, which seldom occurs with old-fashioned supplier-led interviews.
More in e-book, Reinventing VOC for B2B (page 3)