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.