Today’s interview is with Professor Jan van den Ende, who is Professor of Management of Technology and Innovation at RSM (Rotterdam School of Management), Erasmus University, Rotterdam. Jan joins me today to talk about a research paper that he and some colleagues recently published and how ignoring customers’ opinions can lead to more successful products. This interview follows on from my recent interview – Behavioural insights and what is really going on in the minds of your customers – Interview with Dr. Simon Moore of Innovationbubble – and is number 204 in the series of interviews with authors and business leaders that are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees. Here’s the highlights of my interview with Jan: Collaborating with customers, co-creating new products and services and open innovation is very fashionable at the moment. However, despite that, Steve Jobs was famously quoted as saying “You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” As a result, there is some debate around the overall usefulness of involving …
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