Customer Needs: If Customers Don’t Understand What They Need, It’s Their Own Fault

We saw in the last chapter that customers lack vision when it comes to imagining or adopting new products that could help them meet some of their needs. Sometimes customers are to blame. Other times, however, it is the founders who are to blame for launching a product that does not really address customer needs. So, who is mainly to blame? Finding out can be confusing, because is it the founder’s fault for releasing something that is not a good fit? Is it the customers’ fault for not adopting a visionary product that just needs a few tweaks? Ah, who cares? Either way, it’s good for you, because this poor market fit and the fact that customers won’t adopt your product, whatever their motives, can set you up for failure.