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When Not to Listen to Your Customer

Jeff Housenbold, Shutterfly

Do research, but don't let your customers tell you what do build. Too often, says Jeff Housenbold, Shutterfly's CEO, the customer doesn't know what they want, and rarely in market study will they admit that they're willing to pay more for a premium product. For example, 96 percent of Shutterfly customers polled said they wanted a brick and mortar outlet, but only seven percent of customers use it.