“Invent Business Opportunities
No One Else Can Imagine”

When the Ten Commandments for Business Success come down from Corporate Mount Sinai, they will include: “Ask customers what they want and give it to them.”

But is it all that simple?

Unless you are blessed with Jules Verne-like visionary customers, their answers will be minor tweaks on what the industry is already providing—not exactly the input that fuels bold innovation. Sales goldmines lie in recognizing and offering solutions to “latent needs”—that is, what customers might value but have never experienced and would never think to ask for.