How customer instinct can help you innovate

Developing good customer insight can help companies create more valuable innovations. Companies often claim to be customer centric or to have customer insight, but in reality, they may only have a lot of data and some knowledge. Good customer insight is the hidden obvious, something that was not initially realized but makes sense when seen in front of you. Many companies can benefit from looking at their customers’ jobs to be done and observing people in real life situations. Customer relationships should be fostered, and lead users and emergent customers should be targeted.