âIf I had asked people what they wanted, they would have said faster horses.â â Henry Ford (allegedly)
Itâs one of the most misunderstood truths in product building.
Too often, startups obsess over âlistening to customers.â Surveys. Focus groups. Feature requests. But the hard truth?
Customers donât always know what they need.
They speak in terms of whatâs familiar:
- They wanted better taxis, not Uber.
- Better Blackberries, not iPhones.
- More targeted ads, not ChatGPT.
Listening is important. But interpreting is what matters.
When I work with teams, I always ask:
Are you solving for what users say they want, or what their behavior shows they need?
Innovation lives in the gap between what people ask for and what actually changes their life.
So how do you build what people need, and not what they say?
1. Watch behavior, not words
People lie-unintentionally. They say they want to read more, but spend hours on TikTok. Action > opinion.
2. Look for friction
What are people tolerating, hacking around, or complaining about quietly?
3. Solve root problems, not feature gaps
âMake the app fasterâ is rarely the real issue. Maybe the whole process should be redesigned.
4. Test, not just ask
Put something in peopleâs hands. See what clicks. Surprise them.
5. Ask: Whatâs the âfaster horseâ in your industry?
What are users clinging to just because theyâve never seen a better way?
Case Study: The Real Game Changers Never Ask for Permission
- Stripe didnât ask merchants if payments were painful. They made it invisible.
- Notion didnât build more Word docs. They reinvented how teams think together.
- Tesla didnât ask if you want an electric car. They made electric sexy.
If youâre building based on surface-level feedback, youâre improving the past.
If youâre building based on pain and potential, youâre inventing the future.
You donât win by giving people what they asked for.
You win by giving them what they canât live withoutâonce they experience it.