Revolving details

“If we asked the customer what they wanted, they would have told us they wanted a faster horse.”

I’m paraphrasing here.

We repeat this idea that it is the world-changers that give customers products and services they don’t even know what they want.

And that is true to an extent.

Henry Ford didn’t give the customer a faster horse.

Steve Jobs didn’t give the customer a faster computer.

Richard Branson didn’t give the customer a faster airline.

What these three entrepreneurs did was give the customer a completely different product.

They painted the grand vision.

Then, they listened exceedingly carefully, after they delivered the product, to what the customer wanted.

Entrepreneurs should deal in revolutionary products.

Customers will tell you, in excruciating detail, what they want in those revolutionary products.

And please don’t try and give us a prettier Craiglist either.