evidence: Ford famously didn’t ask his customers what they wanted because they would have asked for faster horses. But maybe he wasn’t asking the right questions. Of course they would have said that, they didn’t know it was possible to invent a car. The problem though is that I believe he was asking the wrong questions. You should ask your customers what they want, just don’t ask questions they don’t know how to answer! [...] Stop asking your customers for answers, you know more about what is possible with your product and technology. Instead ask them what they want or what their problems are. It is your job to figure out what is possible and come up with solutions for their needs and wants.