Show, fail, then adjust.
Some people say, “Ask your customers what they want.” And we usually only come to know that they don’t even know what they really want.
Some people say, “Show your customers what they need.” And we soon realize that we can’t do this without knowing what they need.
Product (or service) development is not a one step process. It’s a cycle.
First, you have to create something anyway and show it to your customers. And you will most likely fail to deliver what they need. Then adjust and create something different. Show it to your customers and see how they respond. If you fail, adjust it again and show again. Repeat until you finally get what your customers really need.
Successful businesses repeat this cycle relentlessly. For them, failure always means ‘one step forward.’