Chouinard says relying on customer feedback is too late for true innovation
Yvon Chouinard · Patagonia: Yvon Chouinard (2016) · Dec 25, 2017 · at 7:40
Patagonia founder Yvon Chouinard explains why designing apparel for his own athletic needs was essential to creating groundbreaking outdoor products.
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“If you wait for the customer to tell you what to do, you're too late. So we were our own customer, and I think that was the secret of coming out with products that a lot of the products people didn't even know they wanted or needed.”
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