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We all look to our customers for direction and support . After all , they are the domain experts and know their business far better than we do . While this is true , you should not rely on them to be the only source of creative input . Sometimes it ’ s easier to find inspiration when you are on the outside looking in .

People can get so used to doing the same thing every day that it ’ s difficult to see how to improve . As Henry Ford once said : “ If I had asked my customers what they wanted they would have said a faster horse .” When your customer asks for a new feature , take time to understand what they are really asking for . Understanding the specific nature of a requirement can provide valuable context . Just beware that context can constrain your ideas as well as crystallise them .

Don ’ t be afraid to challenge your customers from time to time . Explore their needs from a wider perspective , take them for a coffee and chat about what they are really after . People often describe things differently when you push the formality aside .

32 April 2016