Understanding Customer Needs for Successful Product Innovation

By focusing on the customer's needs and the job they are hiring a product to do, instead of just product features, companies can innovate more successfully. In an example involving McDonald's milkshakes, the realization that customers were buying milkshakes for their long commutes led to re-designing the product and increasing sales. By interviewing customers and understanding their motivations, companies can develop products that effectively cater to customer needs.