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User-Led Innovation Can't Create Breakthroughs; Just Ask Apple and Ikea

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Summary The user is king. It’s a phrase that’s repeated over and over again as a mantra: Companies must become user-centric. But there’s a problem: It doesn’t work. Here’s the truth: Great brands lead users, not the other way around. Good examples are Apple and IKEA
Description To avoid spreading the false value of the user-as-leader, here's what companies should do:

Be a Visionary
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It's harmful to listen to users because:

Users insights can’t predict future demand
User focus makes companies miss out on disruptive innovations
User-led design leads to sameness

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