Chapter 4 Where to Start
Creating MAYA CX is not straightforward. Many customers are at best only indirectly aware of what they really want. Most don’t know how they come to realise what they think they want. Almost all are blissfully ignorant of what they might want in the future. The exception is that customers will say they want an extension of what they have now. This creates a challenge for designers involved in new product development and Lean CX alike – how to invent what customers want when designers cannot ask them directly what this might be. Ries intuited this as he was developing the Lean Start-up method within his own company. He asserted his team had to focus on what customers might want but without directly taking on board ...
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