Listening to Customers, in times of disruption, has more negative aspects.
the new needs (disruptive)
they are mostly an
These are human needs that have never been satisfied until now; which can be satisfied thanks to current technologies. But there is still no clear awareness of what they are.
The awareness of these needs is missing because:
1) Market Players do not have the ability to identify today’s disruptive Demand (they lack the figure of the entrepreneur, replaced by the managers).
2) when they are “observed” in their consumption, Consumers are not able to show how technologies can improve, in a truly disruptive way, the quality of their life.
Consumers can develop
an awareness of improving their quality of life
with new produc only when
THEY ARE ENABLED TO BE CO-AUTHORS OF CHANGE.
In other words, human beings can improve their awareness of their lives only through doing (learning by doing).
In the Automotive sector the disruption leads to a fork of the sector, which will have:
● real City Vehicles (no more “electrified” cars)
● cars as they are known today will be developed for extra-urban routes (and innovated in the Car as a Sevice direction) .