Mark Cuban on Why the Customer Isn’t Always Right

by Entrepreneur
product development

In a recent post for Entrepreneur, Mark Cuban talks about why you shouldn’t always listen to your customers, going so far as to say that it’s never a good product strategy.

“Your customers can tell you the things that are broken and how they want to be made happy,” he writes. “Listen to them. Make them happy. But don’t rely on them to create the future road map for your product or service. That’s your job.”

(See Are Customers The Focus of Your Business)

Cuban gives the example of a company that asked its customers what features they wanted to see in the product, and they delivered on those features.

While his company went forward with their business plan laden on its customer’s shoulders, their competition stuck to their vision.

Cuban says while customers didn’t really see the value or need until they saw the new product, when they tried it, they loved it. When his company asked customers for their input again, they were besieged with innovations their competition had already rolled out.

(See What Customers Want – Outcome Driven Innovation)

This type of mistake, Cuban says, can put a company in a revolving door of trying to respond to customer requests.

For more on Cuban’s take on  innovation and product development, read the full post here.