Users only know horses, so they only talk about horses.

from Shoki Hayama @ Japan Web Design (@storywriter)

I drew a story about what it means to “not hear the voice of the customer” and “users can’t put into words what they really want.

• Users cannot verbalize what they want.
• Innovation is not about discovering new needs. relevance
  • I need a fast horse.
  • It’s not reasonable to ask users what features they want.
  • Talk about asking users what features they want.

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This page is auto-translated from /nishio/ユーザは馬しか知らないので馬の話しか出てこない using DeepL. If you looks something interesting but the auto-translated English is not good enough to understand it, feel free to let me know at @nishio_en. I’m very happy to spread my thought to non-Japanese readers.