We innovate by starting with the customer and working backwards. That becomes the touchstone for how we invent.

Summary

This quote emphasizes the importance of customer-centric innovation. Rather than focusing on product features or technology, the key is to begin with understanding the customer's needs and desires. By working backwards from their perspective, businesses can create solutions that truly resonate. This approach keeps the customer as the central focus, serving as a guiding principle for the entire inventing process. Ultimately, true innovation can only be achieved by genuinely understanding and addressing the customer's pain points and aspirations.

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