This TED Talk by Tom Hulme (7mins duration) is a great and simple example of what we already know; that our customers will always do what suits them, irrespective of the intended use of our supplied product/service. Although the talk focuses on "Desired Walking Paths", the message is clear; we need to ensure we know what our customers want and focus our supplied product/service to what our customers require. Click on the following link to watch. The Desired Path