1. "Customer Don't Know What They Want" Many do. Or, at least they know what's missing in the market.
In today's social media-driven world, the customer has more power than ever before, and that's changing everything from the way products and services look, to how they feel, to how well they perform, to how quickly they are judged as a success or failure. Yet, while many companies understand that they need to focus on how they interact with their customers, others still behave as if they're the wizard behind the curtain. In his new book "Running Lean: Iterate from Plan A to a Plan That Works" (O'Reilly/Available now), author Ash Maurya reveals common myths that companies need to debunk when reaching out to customers and when developing products and services. Maurya, the founder of Spark59, is an entrepreneur who works with startups and other companies through his Running Lean workshops to test and refine their innovations. For more about the book, click here.
Dennis McCafferty is a freelance writer for Baseline Magazine.
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