The Problem With Asking People What They Want

I'm a big believer in research. I think Henry Ford famously said the famous quotation know if I asked people what they wanted that they would have said faster horses. So he's like to do a leap in innovation and to do something really radically valuable and different and risky. And like, you know we find insights not you know it's hard to do that work. But here's another thing can I throw something in else in here sorry Jake, Jake is a few because he's got all these like questions and I'm just going to bomb it just for a second and then I'll shut up take up obviously right. What are your thoughts on radical innovation and using and using that's for