Customers often don't know what they want until they see it or use it. Sometimes they don't have the words or expertise to articulate their needs in a way that leads to the right product.

An article in HBS Working Knowledge suggests that rather than supplying them with products that attempt to meet ill-defined needs, organizations provide tools for customers to design and develop their own products. This approach can involve developing new relationships with customers and xtensive research in developing an effective and useful toolkit. It can also lead to new innovations and products.