“If I’d asked people what they wanted, they would have said a faster horse.”
– Henry Ford, car guy
Henry Ford was wrong.
In addition to having anti-Semitic views, Ford was wrong in his view of asking people what they wanted. It isn’t about asking what people want, but asking the right questions, listening to their answers, and figuring out why they want it. If something (product, service, experience) doesn’t yet exist, how can someone say they want it? Understanding why helps determine what the what should be, even if people don’t know how to articulate it.
With digital brand strategy, it’s not enough to simply see what people are doing online. It’s not enough to understand the functionality, feature sets, online tools, and APIs. It’s thinking about why people will want to invest their time in creating a relationship… digitally, psychologically, and otherwise. It’s understanding why people want to interact. It’s understanding how to concept and create the things that people can’t articulate.
On the flip side of the coin, or maybe it’s the same side of the coin but a different denomination… “We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.”
- Bill Bernbach, ad guy (from Truth, Lies and Advertising, p. 59)
Listening is incredibly important. And (yes, and), we also have the ability to affect change through our ideas and our actions. Ford was wrong to say he didn’t need to ask what people wanted. I think people use his quote as a way to support their ideas to do whatever they want. (In the past, I may have been guilty of this myself…)
I’m not advocating for you to do what everyone tells you, or to not listen to your own ideas. If we’d done that, Substance probably wouldn’t be in business.* Believe in your idea. But make sure you listen. People might not be able to articulate what they want, but if you’re asking the right questions, and taking the time to listen to the answers, they may very well tell you the why to inspire your next great idea. A faster horse? Nah. A faster way to get from here to there, in a four seater version? Now that might be a start to something good.
And as a stretch of a segue from Ford, this month is the Portland Bike Commute Challenge. (Maybe Ford should have focused on a faster bike instead of a vehicle that has contributed to climate change. Shows what people want, I guess. Plus, the faster bike might be possible if I worked on my leg muscles a bit more…) We’re shooting for 75% participation, with 40% of our trips made by bike. A high goal, especially considering the new office preparations and move, but we’re always trying to push ourselves.
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Photo: a horse from The Horse Project
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* We believed in the idea of creating Substance, but it was also founded because we listened… clients, agencies, and people thinking about digital brand and the interactive world needed change, but didn’t know what the answer was, let alone why. So we asked ourselves, “why do we need to start Substance?” And that listening helped us create our vision, drive our passion, and fuel our desire to change the world. More on this next week.
Isn’t Ford’s whole point that you’re not supposed to ask THAT question?
And what does his anti-semitic views have to do with any of this. Or is that just you trying to score some easy points?
2:22 am / 12 August 2008
Bas:
I think the point is not asking “what” people want, but “why” people want it. Too many times, I’ve seen this quote used as a rationale for not listening to what people want. But in asking what people want, it’s not just about their answer, but listening to the deeper reasons on “why” they want it. Until you ask why, you’re simply doing, not thinking. But unless you ask what, you’re doing what you think, not what others think. There’s definitely a balance between the two… and I’ve been guilty of being in the not-listening camp before (and probably will be again). But even in these situations, I need to remind myself “why” I’m doing something, not just what I’m doing.
Regarding the anti-semitic comment, I think it’s an interesting social commentary that we lionize people for their quotes and make excuses for their character. (Yet in this day and age, Ford would be vilified for his views.) Ideas without character are merely ideas. Ideas combined with character make meaning.
9:37 am / 12 August 2008
I use this quote all the time. My take on it is to listen to people to figure out what they want and why they want it but dont expect them to be the innovators. Expect them to show you the gap, but dont expect the mob to tell you the brilliant idea that will fill the gap. Thats what the dreamers like Ford, Edison, Gates, Jobs, etc. are there to do.
11:10 am / 10 October 2008
[...] people be afraid of that? Another idea Jeff put forward was to quote Henry Ford when he said “If I’d asked people what they wanted, they would have said a faster horse.” I think SolidWorks has misused Ford’s concept to mean “we will give you what we [...]
7:59 am / 3 November 2008
You missed Henry Ford’s point. I think it is misguided to extract that Henry Ford was not a good listener because of that quote. He did listen to his customers and he was a genius innovator. That is why his family has all the money and our families don’t. Listening is only part of the issue. Customer Service reps listen to customers all the time, but that is not solving much.
12:36 pm / 7 May 2010
[...] just heard that quote yesterday from a pretty smart guy, and I really like it. Some people disagree, but I couldn’t agree more. Sliced Bread Design had a great and very detailed take on it. My [...]
10:31 am / 21 August 2010
[...] Henry Ford was asking the wrong question [...]
4:20 am / 22 September 2010
[...] O planner é o xamã da agência. É seu papel ter a capacidade de antecipar movimentos e captar as tendências antes que elas se tornem mainstream. É aproveitar a janela de oportunidade. “Faster horse, anyone?” [...]
7:30 pm / 17 November 2010
Yeah, you totally misappropriated this quote and worse, you did it to prove that other people were not misappropriating it the way you think is correct. If you were smart you would have realized that he did listen to what his customers wanted, “faster horses”. It’s a circular reference, the quote wouldn’t exist if he didn’t know what they THOUGHT they wanted.
The point, as someone else stated, is to say that you need to read people’s motivations. He would actually agree with your interpretation. Your interpretation is exactly what he intended. He’s the innovator and his customers don’t know what they don’t know.
The more correct long-form analogy of the quote to software building would happen more like:
Ford: “So horse and buggy guy, what do you want?”
Customer: “I don’t know, what’s possible?”
Ford: “Well, anything is possible given enough time and money so dream big!”
Customer: “Then I want a time travel machine!”
Ford: “Ummm, I don’t know how to build a flux capacitor. Trying scaling your dreams down a little.”
Customer: “Yeah but you said anything was possible.”
Ford: “I did, but I don’t have that much time or money so what else, out with it!”
Customer: “Fine then I want a rocket propelled grenade horse!”
Ford: “Why do you need the horse to explode? I get the rocket part but not the grenade part…”
Customer: “Cause I tought it would be cool and you said I could have whatever I wanted!”
Ford: “Sorry but I have to cut the grenade from the scope. I’ll be back with the estimate on a rocket though.”
Two months later…
Ford: “I’ve done it! I’ve created a steam fuelled engine that will move your buggy at almost 20 mph!”
Customer: “That’s not what I asked for. I’m not paying your consulting fees.”
Ford: “But it’s so much better than the horse!”
Customer: “Yeah well come back when you figure out the rocket.”
:o)
10:21 am / 8 December 2010
Chris:
My point was that many people use Ford’s quote as a defense for NOT asking others what they should do.
Russell Davies wrote a post about this back in September which expresses a similar opinion. (He’s just a better writer than I am.) – http://russelldavies.typepad.com/planning/2010/09/more-faster-horse.html
10:03 am / 9 December 2010
Listening to customer means taking orders from them. If Steve jobs wanted to listen to customers we all had a double folded iPhone with slider keypad, touch screen pen, FM radio, TV and washing machine in our pockets today. visionaries like Henry Ford should not listen and take orders from average customer mind who even does not understand how the product is build or functions.
On the other hand I believe they were very good observers, because observing your customers and market will help you to create THE PRODUCT, which will change the path of consumption for ever afterward.
11:18 pm / 20 August 2011
Henry Ford was right, you are wrong.
11:58 pm / 11 September 2011
[...] people be afraid of that? Another idea Jeff put forward was to quote Henry Ford when he said “If I’d asked people what they wanted, they would have said a faster horse.” I think SolidWorks has misused Ford’s concept to mean “we will give you what we think you [...]
12:07 am / 18 October 2011