I’ve found that a lot of software companies have regular meetings to sit around and discuss what they think their customers want. These meetings often involve the marketing, development, and executive teams – sometimes they might even include sales. But how confident can a company be that what they think should be done in terms of development, new features, and enhancements, is actually what the customer wants and/or needs? The truth is… we don’t always know – and when we guess, we usually come up short. That is why software companies need to stop guessing and start listening to actual users and potential uses. Think: Windows Vista. Read more