Realistically if you asked people what they wanted in 1905, they would not have said " I want a faster horse". We use lines like this all the time to be lazy. There are two issues. 1) If we'd asked people what they wanted they would have said more money, easier jobs, more love, cheaper food, so we then ask more specific questions. By the time we do that, we remove the ability for outlier suggestions. If you ask what the problem with horses is, nobody will suggest a car, because you've set the context. 2) We also only see the world through our expert domain. If you ask a surgeon how to improve my back, they suggest surgery, if you ask a furniture designer, they suggest a better chair to manage the pain. To Quibi, TikTok is a bad TV station, when to a kid, it's a good way to feel connected as time passes. What disrupted the cigarette industry was vaping, what disrupted lighthouses was GPS, what disrupts Fireworks are drones displays, what disrupted Compact discs was codecs and cheaper storage Expertise, the questions we ask, the assumptions we make, are all deadly to any meaningful innovation The great news is that imagination and listening to customers is really cheap.
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