Rory Sutherland with a truth bomb:

People don’t necessarily know what they want.

Economists certainly don’t know what’s good for people.

Marker research isn’t a reliable way to discover unmet or untapped needs. Because the unmet needs are often unthought and therefore unspoken.

Looking at people’s past behavior is naturally constraining because it only shows what people do under situation and choice frame X. Not what they might do under choice architecture Y.

All 3 of the means we use to predict the future in terms of human behavior are deeply incomplete and therefore what we need to do is hypothesize more and experiment more.

The customer is always right. They just don’t necessarily know what the question is.

Test & improve.