What are the unshakable beliefs in my industry about what customers want? What if the opposite where true?

Its easy when we are being successful to stick our heads in the sand and believe our own PR. We can easily brush off minor threats with the argument that the customer wouldn’t go for whatever was being offered. We hold on to the belief that we know best what trade-offs they are not willing to make. Be careful.

What is inconvenient about assembling your product?

When you think of “ease of assembly”, you normally don’t think of furniture. The first challenge in trying to figure out how to get the pieces home before you can event start. Then you have to decipher the instructions only to end up with something that doesn’t look like what you saw in the store and with extra pieces.