Welcome to Darren Daly on demand, your most trusted resource to help you become better every day.

Here's your success mentor, Darren Hardy.

There is a lot of misguided business advice out there.

And part of my job here is to clean it up and clear it up for you.

Then give you the

truth about what to do to gain your unique success advantage. If you're looking to innovate,

to come up with new ideas to add value, the conventional advice is to survey and ask your customers

what they want. What they think would be more valuable for them. Sounds reasonable, right? That's why it is such terrible

advice, because your customers are not reasonable or rational. They don't know what they want

until you show them. Research shows that people are notoriously terrible at predicting their

own future desires and needs. Ever heard of functional fixedness?

It's a cognitive bias that limits a person to seeing an object

only in the way that it's traditionally used.

And guess what?

The same bias applies to services and technologies people use every day.

Customers tend to suggest improvements

based on their past and current experiences,

enhancing existing features or tweaking minor things. Essentially, they're locked into a functional fixiveness loop. They can't

see the forest for the trees, nor should they. It's not their job. They are consumers, not

innovators. Remember Henry Ford's classic line? If I had asked people what they wanted,

they would have said, a faster horse. What did he give them? Instead, a Model T, an innovation that changed

not only just the auto industry, but the whole world. That's because transformative innovations

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