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The Adaptive Path team took a fungible approach to writing this book, as an organization that is interested in anticipation of the ever-changing needs of the expectations of their customers.

In the late Nineteenth century, inventions and innovations were largely based on new advances in technology available at the time. The kludgy inconvenience of these early technologies were simply 'part of the experience.' This book sites Eastman's Kodak Camera as perhaps the first example of a company having the foresight to anticipate a customer's needs. Until then, photographers were hobbyists, scientists, and tech geeks of the age. Eastman's brilliant vision of making technology more accessible to the rest of the populous with the philosophy of "You press the button, and we do the rest," was a great bridge between the customers who wanted to take photos and a company that could provide a service. That service being the development of the film, processing the plates, and mailing the finished photos to the customer.

The book uses this model to encourage shifting our traditional business mindset to anticipate our customer's needs while developing software, hardware, or other devises. By empathizing with the target audience, and my making yourself a part of the audience yourself, you may wish to create an experience for your users that has the potential to seamlessly integrate with their lives. When marketers or designers use the traditional mode—that people are sheep—without valuing the feedback of the audience, innovation will grind to a halt. I emphatically agree with the Adaptive Path on this theme. As a publicist, I value customer feedback as much as I value my own creative ideas.

Another great specimen, and perhaps a more modern one, is the iPod/iTunes Music store. The mp3 player was already invented, but Steve Jobs created the experience of browsing music and buying music for the device, anticipating the customer's needs. One could also argue that the iPhone is also the product of this school of thought, combining the need for a cell phone with the music player experience, all in one well designed device.

I have a niece with juvenile diabetes, and this book gave me a peek into the development of something that she uses every day to enjoy a happy life. There is a relatively new medical product developed called an insulin pump. I can testify that she is much happier using this pump than her previous regiment of daily shots. When developing this pump, diabetics tested a mock-up of the device, and offered feedback as to what would work for them. The developers of the pump changed the design of the belt used while swimming or in the shower, as well as other practical concerns. A side-note is that I was reading this section of the book while my nieces were happily making sandcastles and going in and out of the water! Without the user input, the device might be uncomfortable and unwieldy and certainly not easy to wear at the beach. This reminds me that the first undergarments for women were made by men, but the true innovations in practicality and comfort came when women started designing them!

In conclusion, this is a great book and I have started personally to rethink the feedback I am getting from my customers to be more empathetic. Empathizing with a person's needs in the present and the future will prove to be a better model to provide easy to use, and enriching technologies, customer service solutions, and ingenuity.