"It's not the customer's job to know what they want." - Steve Jobs Common business wisdom dictates that the key to building a successful business is to find a need and fill it. For years, this wisdom was spot on. Salespeople were charged with the task of asking the customer what was needed, to diagnose the existing pain and to propose a solution. Today this approach kills profits. Simply put, the fastest way to be thrown into the commoditization trap is to ask a customer what they need. There...
