This is one of Russ Ackoff’s f-LAWS. Russ is advocating helping customers find what they want by asking them to design the product or service:
“Many new product and service introductions have been disastrous despite the extensive surveys conducted to show that there is consumer interest in, and intention to buy, such a product or service. These surveys have incorrectly assumed that most consumers know what they want.
Consumers can discover what they want in products and services by designing them. It is in design that people find what they want. Furthermore, consumer involvement in product/service design almost always gets creative results.”
(Pages 24 and 25)