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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.

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