evidence: That Henry Ford quote gets thrown around a lot and is usually used to justify ignoring naysayers and pushing ahead with a bold, untested vision for a revolutionary new product. See, the customers don’t even know what they want! …but the customers did know what they wanted. They wanted to go faster. They may have imagined a faster horse and were pleasantly surprised by the automobile, but solving their problem (going faster) was their main concern. Stewart’s piece really understands this and emphasizes a trust of the customer that is sometimes missing from discussions on innovation. Your (hopefully soon to be customers) haven’t seen your product yet, but they know what they want, need and like and it’s up to you to make sure your product satisfies what they’re looking for. Whether your training horses or building cars, make sure to listen when they say they want to go faster.