“Customers are always beautifully, wonderfully dissatisfied, even when they report being happy and business is great. Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invent on their behalf. No customer ever asked Amazon to create the Prime membership program, but it sure turns out they wanted it, and I could give you many such examples.” - Jeff Bezos 
I didn't ask for next day delivery, didn't feel I needed it. But, once I tried the Prime trial, I didn't cancel.
Asking customers what they want won't help you take leaps forward with your product. They don't know what they want.
They do know the problems they have and the jobs they want to get done.
If you understand what they value, you can develop a solution that solves the problem.
The way they spend their time and money tells you what they truly value.
Convenience is a prime driver for us all. If you think about how you spend your money, you'll find that you could cut most costs if you were prepared to sacrifice the convenience that you're paying for. More often than not, you'd rather have the convenience than the extra money in your pocket. That's a good guide for any product you build or market.
 This quote comes from Coffee and Kale - p.35
Join the newsletter to receive the latest updates in your inbox.