When the economy looks down, entrepreneurs look up. Check out our series on innovating during a crisis.

The Art of Leveraging Customer Feedback

Mark Gainey, Strava

The success of any product effort, observes Strava co-founder and executive chairman Mark Gainey, depends on listening to customer feedback without doing exactly what customers say they want. As an example, he explains how Strava put its own spin on a demand from cyclists for more for data about their hill climbs.