“How can one innovate with any degree of accuracy? And then, without any future modelling, how can you be sure that you understand the future ecosystem and the resulting changes in needs and opportunities that will happen in a few years?
“In a nutshell, you must know your user’s current ecosystem and the models of the future that are likely to impact your user’s ecosystem. If you understand both, then you will innovate not just for today but will also plan for meeting the new opportunities that will emerge when the future models become reality.”
Companies like Apple and Amazon have differentiated themselves and fueled their growth with good customer experience. Are there examples where poor user experience has proven detrimental to companies?