Vision Without Focus
Relentless customer focus is more important than big bold plans.
The Segway, launched in 2001, is a prime example of visionary failure. Its inventor, Dean Kamen, and investors envisioned it transforming cities and mobility. The vision was plausible—compact, electric, eco-friendly personal transport.
But it flopped spectacularly, selling only about 30,000 units in its first five years against projections of millions.
Why?
Kamen’s team wasn’t laser-focused on customer needs and desires. The team assumed people would embrace a pricey ($5,000 in 2001 dollars) device requiring new skills. They failed to address practical concerns like affordability, storage, or navigating real-world environments like traffic and sidewalks. Customers didn’t need a futuristic scooter; they needed convenient, cost-effective mobility.
The original Segway PT (Personal Transporter), the iconic two-wheeled, self-balancing device, is no longer in production. Segway-Ninebot, the company that acquired Segway Inc. in 2015, halted production of the Segway PT on July 15, 2020, due to low sales (only 1.5% of the company’s revenue in 2019) and its high cost ($6,000-$10,000).
The decision wasn’t driven primarily by the pandemic, but by the product’s outdated appeal and impracticality compared to cheaper alternatives like electric scooters.
Bold visions often fail when they prioritize imagination over continuous customer feedback. Yeah, yeah. I’ve heard that Steve Jobs is said to have dreamt up the iPhone and supposedly knew what people wanted before they did.
Most of us ain’t Steve Jobs. HUMAN RESPECT LABS lets you focus on your customers’ wants and needs early, even if your project is visionary.
A relentless focus on the customer is crucial because it grounds innovation in actual needs and desires, not just what’s theoretically exciting or apparently sci-fi.
Starting with the customer—understanding their pain points, preferences, and behaviors—ensures solutions are relevant and adoptable. Reverse-engineering from these insights aligns product development with real-world demand, reducing the risk of building something nobody wants. Without this discipline, even the most brilliant ideas can miss the mark, wasting time and resources.
Customer focus isn’t just a step. It’s essential for success.