We innovate by starting with the customer and working backwards. That becomes the touchstone for how we invent.
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When [competitors are] in the shower in the morning, they're thinking about how they're going to get ahead of one of their top competitors. Here in the shower, we're thinking about how we are going to invent something on behalf of a customer.
Good inventors and designers deeply understand their customer. They spend tremendous energy developing that intuition. They study and understand many anecdotes rather than only the averages you'll find on surveys. They live with the design.
There is no map, and charting a path ahead will not be easy. We will need to invent, which means we will need to experiment.
You gotta earn your keep in this world. When you invent something new, if customers come to the party, it's disruptive to the old way.
The biggest needle movers will be things that customers don't know to ask for. We must invent on their behalf. We have to tap intoour own inner imagination about what's possible.
If you're watching your competitors, you're unlikely to invent a bunch of stuff on your own.
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