I don't believe the customer always knows what they want but they are usually right about what the outcome they are seeking should be.
People have problems and proceed to use their capital to make them go away.
I as the customer know how I want to feel but I'm not always going to be capable of imagining what the best solution to my problem is. If that were the case, I would have likely already created such a solution.
Henry Ford said it best. "If I had asked people what they would have wanted, they would have said faster horses".
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