站在客戶的角度考慮

如果你的公司要做創新，不需要浪費時間去做市場調查，獲得統計分析式的客戶資料。客戶在接受市場調查時說他會如何做，事實上通常不會那樣做。

相反的，你如果能夠站在客戶的角度思考，觀察他們如何使用你的產品，以及他們甚至自己沒有察覺到的挫折，你就自己可以明白如何改進你的商品或服務了。

你不要將這樣的觀察動作外包給市場調查顧問，而要自己去觀察，也要求你公司內的高層主管自己都去了解客戶，他們具有足夠的策略知識，能夠看到市場發展機會，並且有足夠的權力去改善公司的商品與作業方式。

Consider from the customer's point of view

If your company wants to innovate, it doesn't need to waste time doing market research to get statistical customer data. Customers in market research say how they will do it, but in fact they usually don't.

On the contrary, if you can think from the customer's point of view, observe how they use your product, and how they even fail to perceive the frustration, you can understand how to improve your goods or services.

Instead of outsourcing such observations to market research consultants, you need to observe them by yourself. You also need top executives in your company to know customers themselves. They have enough strategic knowledge, can see market opportunities, and have enough power to improve the company's goods and operations.