How True

Strategy+Business has a new article on the value of engaging customers as part of your innovation process.

It simply amazes me how every time I sit down with a customer, a new idea or need emerges that I hadn't considered before. It's obvious that customers offer a perspective product managers don't have, but the real learning is how helpful customers are with helping companies innovate. And why wouldn't they? They have the most to gain from getting companies to build things catered to their needs!