"The reality is customers lie - not because they want to want to deceive you, but because they don't do a good job of predicting what they will do in the future."

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If you invest the time to understand the customer better than they know themselves, if you know the things they want or need even if they can't articulate it, you can begin to develop a good sense as to where there really are unmet needs in the market.

— Scott D. Anthony