“But if Henry Ford asked customers what they wanted, they would have said a faster horse.”

Customers have no idea what they want. If you give them a questionnaire that asks if they would like a pink unicorn, they’ll probably tick ‘yes’.

We don’t ask customers what they want. We observe what customers do, and help our clients to optimise and innovate based on real customer behaviour.

Henry Ford observed people’s need to get from A to B as quickly as possible, and made a product that fulfilled that need. That’s how it’s done.