Too many would-be innovators get stuck chasing after the incremental improvements suggested by market research and focus groups, writes Simon Rucker. It's far more effective to skip over what your customers say they want and focus on giving them what they truly need: bold, transformative ideas that take them to places they could never have dreamed up on their own. "No one ever asked for Starbucks, or Walkmans or iPods, or the Internet, or texting -- they were truly new ideas. And no amount of consumer research gave Steve Jobs the confidence to reimagine the music industry," Rucker notes.

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