"Nous innovons en commençant par le client et en travaillant à rebours. Cela devient la pierre de touche pour la manière dont nous inventons."

The core idea here is pretty straightforward: if you want to create something truly useful and innovative, begin by understanding what the customer really needs. Instead of coming up with a product and then finding buyers, flip the script. Focus on the customer first, and let their problems and desires guide your innovation process.

Now, a bit of historical context makes this even clearer. This approach was popularized by Amazon’s founder, Jeff Bezos. Amazon made customer obsession one of its guiding principles. Bezos believed that starting with the customer and working backwards ensured that the innovations were always relevant and significant. This philosophy has played a huge role in making Amazon the giant it is today.

Let's bring this to life with a real-world example. Think about the Kindle. Before the Kindle, eBooks were almost non-existent—people loved the feel of physical books, the smell of the paper, the joy of flipping through pages. Amazon recognized this but also saw the pain points: books were bulky, they took up space, and getting new ones required a trip to the store. By starting with the customer, Amazon invented the Kindle, a device that mimicked the feel of reading a physical book but solved all the traditional pain points. You could store thousands of books, buy new ones instantly, and carry your entire library in your pocket. It was a hit because it was designed by understanding what readers wanted and needed.

So, how can you apply this wisdom in your own life or business? Start by really listening—talk to your customers, observe their behaviors, understand their frustrations. Don’t assume you know what they need. Ask questions, run surveys, get feedback. Once you have a clear understanding of their needs, brainstorm solutions that address these specific problems. This way, your innovations are almost guaranteed to be more valuable and impactful.

Imagine you’re running a small bakery. Business is good, but you want to grow. Instead of just adding more pastries to your menu and hoping for the best, think about your customers. Chat with them when they come in—find out what their mornings are like. Maybe you discover that a lot of them are rushing to work and would love a grab-and-go breakfast option. So, you innovate by creating a line of breakfast pastries that are easy to eat on the go. You might even introduce a pre-order system so they can grab their breakfast quickly and head to work. You’ve just innovated by understanding your customers and working backwards from their needs.

See, it’s all about flipping that traditional approach. Instead of saying, "Here's our product, who wants it?" you're saying, "What do you need? Here’s our solution." It’s a subtle shift, but it makes all the difference.

In sum, always put yourself in your customer’s shoes. Think about their day-to-day lives, their struggles, and their desires. Let that be your guide. It’s a surefire way to ensure your innovations hit the mark every time. Plus, you’ll build stronger relationships with your customers because they’ll see that you truly understand and care about their needs. And in today's world, that's priceless.