I hate most simplistic metaphors but this one is insightful. This is a big reason why Microsoft blew the mobile phone biz: their customers were not the users;

I hate most simplistic metaphors but this one is insightful. This is a big reason why Microsoft blew the mobile phone biz: their customers were not the users; the customers are central IT. The iPhone was such a revolution at the time that it was enough to force IT to allow the alternative. And from that MS had no feedback system to learn what they were doing wrong.