Asking “What do you want?” is often an awful experience, often leading to boring ‘me-too’ feature requests and short conversations.

Asking “What do you want to accomplish?” is enlightening, uplifting, interesting conversation starter.

The classic example is Henry Ford’s “people would say they want a faster horse.”

More contemporary examples…

More cabs or friendlier cabbies instead of Uber. People want to accomplish arriving at Point B safely, quickly, and economically.

People may have asked for more hotel choices instead of AirBnb. People want to accomplish staying at Point B safely, quickly, and economically.

People may have asked for better mailing or phone number lists for potential donors instead of indiegogo. People want to learn about (and support) amazing causes.

Focus on what your users and clients want to accomplish…all else will follow.

Inspiration: Outcome-Driven Innovation (Ulwick)