Faster Horses

Common wisdom says “give the customer what they want”.

The only problem is, if everyone followed that advice, we would not have Indiana Jones, airline travel, the iPhone and a host of other things we didn’t know we wanted because they hadn’t been invented yet.

Henry Ford said that if he had given his customers what they wanted, it would have been faster horses.

Give your customers something that will delight them – not just what they want. Don’t give them faster horses.

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at