The customer decides.
Humans have free will and, choose.
Yuval Noah Harari, the Israeli Historian, and writer of Sapiens, Homo Deus, and 21 lessons for the 21st century, led me to think about this ‘who’s it for’.
200 years ago, the customer didn’t decide.
There was this different paradox. The word ‘luxury problem’ wasn’t invented yet.
What’s a customer in 200 years?
Usually, what we do is ask customers what they want and then make it to their liking. But is this always the best way to go?
We wouldn’t have these things if everyone was compliant with ’the customer decides’…
- iPhones (a phone with that size will never fit in your pocket)
- 3-star Michelin restaurants (why eat less and pay more?)
- Netflix (people will always go to a store to pick a movie)
Sufficient isn’t always good enough. It’s good for the masses though.
If you aim for the masses, you’ll never create something remarkable.
If we think carefully about who we want to serve, we also need to think carefully about what we want to create. Neither one is always our first priority.