Clayton Christensen, chaper 6, title (the famous CC)

What job did you hire that milkshake for?

Many products fail because companies develop them from the wrong perspective.
Companies focus too much on what they want to sell their customers,rather than
What those customers really need.  Whats missing is empathy:a deep understanding
Of what problems customers are trying to solve.

Consider Bob Wests report on the SID meeting, of those on the panel, including INVN, QUIK
Was the only one who has done what Clayton Christensen asks,  QUIK does have the needed empathy (deep understanding)for the wearable/IoT OEM.

bodes very well for the next 6 months.