A customer-oriented product development approach will not only result in a successful solution to a specific problem, it will also impact long-term business success. Developing a product around customer needs and preferences should not be based on historical behavior, however. Rather, product development should invite customer input for the purpose of understanding what will be truly impactful for the customer today. The 90’s notion of “Build it and they will come,” must be replaced by a new idea: “Build it with them, and they will stay.” The customer is then seen as a partner with whom to identify a solution. This is substantially different from creating a product based on assumptions and guesses, and hoping customers will use it.