Henry Ford famously stated, “If I had asked people what they wanted, they would have said faster horses.”
Did Ford’s contemporaries really want a faster horse? What if they wanted go to from Los Angeles to San Francisco? A faster horse was a moot point. The real issue was that Ford’s contemporaries wanted to go farther distances with more autonomy.
To this day, companies keep asking their customers what they want. And customers repeatedly request iterations: better, faster, and more reliable versions of the products and services they currently use.