Reject market research

Why was the 1990 Nissan Primera the most uninspiring car ever brought to market by this manufacturer? Because it was preceded by the most extensive market research ever conducted in the industry.

Listening to customers is important... to a certain extent. The customer will basically tell you that he wants what you've already got, only in a different colour or flavour.

No breakthrough successful innovation has ever been brought to market based on IT market research. Market leaders are visionaires and innovators. Not market researchers.