Customer’s like surprises!!! Bullshit. Customer like the surprises they desire not what you want them to have. Innovations can sometimes play the trick, but let’s follow the AIDAS theory here; you still need to build in the desire in the customers mind, don’t you think. The customer’s wants the surprises they want. The one they don’t want, they call wastage or useless and that’s your innovation sometimes, so let’s wake up from the fairly land and face the reality. Customers don’t care about your experiments. Understanding the customers requirement is very important, that’s why a lot of companies spend heavily on R&D.; Apple computers innovates constantly, innovation is what the company is known for, think different but let’s face the truth, Apple lives in a whole different country and their customers are loyal, they are followers, addicted to Apple gadgets.

Coke Japan comes up with a new product every three week; they simply don’t know which product might get clicked in the market, the right surprise. Great marketers have claimed this already a lot of time; innovate constantly because it’s difficult for the competitors to target a product which is always moving. That’s a good theory but you should also analyze the quality of the sprint. It’s easy to shoot a product which is slow and it’s easier to wipe out the product which constant. You can win a rat race but still you’ll be a rat. Surprise customers with quality innovation, the innovation they desire, not with the product you have or you like. Always try to forecast what the customer desire next, do not waste time in building that desire for them. A good surprise create value for the product and a bad one, well nobody cares.