Many books and innovation speakers talk about importance of customer feedback during innovation process. They believe that building something without customer feedback is like gambling, the results are often not predictable and most innovations fail. Innovation success rate across all industries is around 4%, and there are a few preachers who believe this will be improved by gathering lots of customer feedback before building the product.
While there is some truth to that and customer feedback is very useful in many cases, it does not necessarily help innovation in all the cases. And this is because of gaps in customer knowledge, something that I am calling “Customer Knowledge Chasm” more
