Turn customer input into innovation

This article gives a framework for understanding user needs and prioritising them. It prevents asking users what they want - and instead asks them for their ideal outcome to better create products and services for them. This is because customers only know why they have already experienced, and find it hard to imagine things they have not experienced. Customers also have a tendency to simply give you features your competitors have - leading to a lack of differentiation.

Asking customers to rate outcomes on scales of importance and satisfaction (of current products) as a simple formula can be used to prioritise innovation (the opportunity algorithm).