Chapter 1. Solving Problems and Driving Value with VoC

	"The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself."
	--Peter Drucker

How is it that some companies seem to continually innovate and develop products that delight us? Why is it that they seem to know what it is that we need before even we do? How do they create products that we would never give up—even though they didn't even exist a mere five or ten years ago—so much so that some people would rather give up "intimate relations" than be without them?

The answer is grounded in a deep-rooted understanding of the customer and those customers' current and future needs. It's the ability to know your customers so well that you are aware of the problems they face and can anticipate their behavior in response to multiple situations. Successful companies develop a holistic view of the customer, and partnered with an understanding of technology to address their customer's problems develop new products or services that the customers gravitate to, and most importantly pay for. Understanding the Voice of the Customer (VoC) will not only let you understand how to build products that customers will buy, but will also let you create products and services that will delight your customers and solve their most pressing needs.