The future is always ten years younger than the age of your average customer
This may sound strange, but it is an important business maxim. The main challenge is that life moves on faster than we like to think. Many managers, including their friendship circle, are already at least forty years old, so when they think about how to develop their product, they think about what they would like. The reality is, however, by the time the product is on sale, several years have elapsed and in any case, the next generation of customers have already moved on to something different. So, the rule of thumb is, if you want to develop a new or existing product, find out what people at least ten years younger than your current average customer are looking for.
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