Customers don't know what they need? Not usually, no. The customers know what needs they have that are not being met - that's not the same. See also: The cus

Customers don't know what they need? Not usually, no. The customers know what needs they have that are not being met - that's not the same. See also: The customer lacks the imagination to ask for what they really need. This is often encapsulated in Henry Ford's apocryphal quote: "If I had asked people what they wanted, they would have said faster horses." Now this is not to say the customer is stupid; it just means that everybody wanted to get from A to B faster, but since they only can imagine doing so on a horse, that is what they ask for. And, had they talked to a horse breeder, that is what he would promise them; and when they got their 10% faster horse, they would have been happy. The "project" would have been a success. But would you rather manage the horse breeding project or the Model T? http://geekherding.blogspot.com/2010/07/requirements-dont-grow-on-trees.html http://geekherding.blogspot.com/2010/07/requirements-dont-gr...