 Whilst users are very important for some types of innovation (namely incremental innovation), focusing too much on the user may result in producing an outdated or no longer necessary product or service.This is because the insights that you achieve from studying the user today are insights that are related to the users of today and the environment she or he lives in today.If your solution will be available only two or three years from now, your user may have developed new preferences, wants and needs by then.