Innovation: Filling Unidentified & Unmet Needs

“Customers don’t always know what they want. The decline in coffee-drinking was due to the fact that most of the coffee people bought was stale and they weren’t enjoying it. Once they tasted ours and experienced what we call “the third place”… a gathering place between home and work where they were treated with respect… they found we were filling a need they didn’t know they had.” Howard Schultz – Starbucks

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