One Faster Horse, Please
You can’t ask customers want they want
… not if your goal is to find a breakthrough. Because your customers have trouble imagining a breakthrough.
You ought to know what their problems are, what they believe, what stories they tell themselves. But it rarely pays to ask your customers to do your design work for you.
This applies to more than just breakthroughs. If you want to create compelling experiences, you have to start from knowing the problem you’re going to solve.