Emily’s Reviews > How Companies Win: Profiting from Demand-Driven Business Models No Matter What Business You're In > Status Update

Make something people would want. P. 137 “Not only does customer participation in the innovation process massively force-multiply the brainpower brought to the task(for free!) but, because these consumers are in effect designing for themselves, what they produce is almost always perfectly targeted.

Don’t target everyone, cater to a specific group and give them what they want. Give them choices to feel in control.