You can’t design the products and features of tomorrow, when you only study what customers want today. Creating something new means creating something customers haven’t seen before. And if they haven’t seen it before, how can they tell you what they do and don’t like about it? This is why successful design and innovation needs prediction. This talk will help understand understand why we want, not just what we want. This knowledge enables you predict what customers will want in the future - even if they don’t want it today. Once you can do that, you become better at making new products that people will buy and use. Alan and Eric will walk you through case studies of innovators and designers who were able to talk with customers about why they bought and used products and services. Armed with this knowledge, they were able to successfully predict what customers would want, and then make a product for them.