Our clients are keenly interested in learning how they can find out what their customers really want. They pose this question to us not so much in terms of product line extensions or incremental improvements, but in terms of really exciting new breakthrough products. Like all companies everywhere, they hope to come up with the next blockbuster. But discovering what customers really want is far from simple. We have done considerable work in this area, and from that work we have distilled several observations about how to classify customer needs, how to probe for them, and how to organize internally in order to support these efforts.