Is The Customer Always Right?

In Marketing 101, we are all taught to believe that customers and clients are always right. But what if they cannot articulate what they want, especially when it comes to new products and services?

Faster Horses

This often happens when they have a problem and there is no current technology or solution that addresses their need. To illustrate this point, Henry Ford famously said, “If I had asked people what they wanted, they would have said, ‘faster horses’.”

Pro Audio Example

For example, we worked with a professional audio equipment manufacturer whose customers said they needed a cover for their sound system equipment to prevent mischievous audience members from meddling with the well thought-out parameters set up by an audio professional.