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First and Fast by Stuart Cross

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CHAPTER 7

Allowing Your Customers to Navigate

Steve Jobs was An Error: The Customer’s Not Always Right, But That’s the Way to Bet

In dynamic, turbulent, and fast-moving markets, driven by almost unbelievable technological advancements, you can easily become distracted by the noise and activity in your markets and forget this critical business truth. You do so at your peril. Like a party of trekkers in the Himalayas who stay physically close to their guides during the raging storms that can descend unexpectedly in the mountains, you need to stay close to your customers at all times. They can guide your next steps and help lead you to a successful outcome. Customers may not set your destination or the mountain you choose to climb, but they can ...

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