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How do you know what to create for customers?
How do you know what product to create, that the customer will want, unless you involve the customer in the process?
I don't mean to sit customers down and say, "you want this, right?" That's a bad focus group.
And I don't mean asking, "Would you like this wonderful new thing? Click yes if so." That's a bad survey.
I also don't mean asking, "What do you want?"
I mean observing the customer experience - learn from the measuring cup! - and drawing conclusions.
