“So, you didn’t like the idea?” I asked.

“No, and I should have listened to my sales-guy,” Rory replied. “We spent a bunch of engineering time creating a perfect solution that the customer didn’t want. We thought the prototype would WOW them to our way of thinking. All it did, was drive them to our competitor.”

“If you had it to do over again, what would you do differently?”

“First, I would listen. Before the problem was completely explained, I thought I already had the answer. I missed some key elements in the problem.”

“And, what else?”

“I think,” Rory glanced to the ceiling and back to me, “that I have to suspend my own judgement for a while. I have to see the problem from the customer’s perspective. Until I can see that, I will make the decision according to my criteria, instead of developing criteria from the customer’s perspective.”

The problem you solve is the problem you name. Make sure you name the right problem. -Pat Murray