Why there's no excuse for ignoring customers

Some innovators avoid talking to customers during the design process by saying that people don't really know what they want, writes Braden Kowitz, design partner at Google Ventures. It's true that customers can't give you all the answers, but they can explain what's bothering them and provide inspiration. "It's the team's job to take all that raw input and build products to delight customers," Kowitz writes.

View Full Article in:

Wall Street Journal (tiered subscription model), The

Published in Briefs: