The business of anticipation

Great businesses don’t just create solutions to customer problems: they anticipate what customers want but haven’t even formulated yet.

Great businesses unveil, discover and go a step ahead.

Before you write any business plan, ask your customers what they’re dreaming of that they don’t even have a name for yet.

What do people really want and haven’t found a way to express it?

Anticipation is not just doing before people ask, but offering the minute before they start thinking they need it.

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