understand, don’t ask

Understand and empathize with consumers of your product to stimulate innovation.

“Internalizing the values of your users makes innovation easier, but getting there is hard …the goal is not to ask them what we should design, but to gain insight, absorb it, and translate it into a language our clients understand. Without that insight, any attempt at innovation is no better than a wild guess.”

http://www.fastcodesign.com/1663453/true-innovation-starts-with-the-user

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