The customer never knows what they truly desire until it is placed before them.

Innovation does not ask what people want—it reveals what they have yet to see. When a new reality takes shape, the old one dissolves into irrelevance.

Perception of need is always retrospective. People navigate within the limits of their current reality, addressing only what they can see, articulate, and measure. Yet, the most significant breakthroughs—whether in business, technology, or human progress—do not arise from responding to articulated demands but from revealing the absence of something essential before anyone realizes it was missing.