By Rob Nixon
There are two schools of thought on finding out what a customer wants and what they are prepared to pay for.
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The first I’ll call the Henry Ford way. Mr. Ford (who founded the Ford Motor Company) famously said that if he asked his customers what they wanted they would have said “a faster horse.” He didn’t ask his customers what they wanted – instead, he designed something that they needed. However, the customer didn’t know that they needed it yet.