Customers don't know what they want!

I believe that you heard this sentence many times, maybe a few times you were a person who said it (sadly I need to admit that I also said it a few times in past), and maybe you heard additional comments like: "They don't understand how their business works!", "Who had a such a great idea?!" and many others which mainly shows how everyone are upset because of customer's requirement.
Why people feels like this? Because they see no logic under requirement and functionality and (sometimes) even customer's explanations don't brings this desired "aha" moment.

I were there many times and I believe that many times are still in front of me and I can assume that almost everyone who have ever had to create something for a client know this very well.

So maybe it's really something with our clients? Or maybe... it's something with us?

Ok, let me tell you a short story.

what our customers want to get?

let's talk about what really matters

We are making preparation to start working on huge improvements in our's best selling product and one of the thing, that we recently done, was a revision through expectations which our's customers have.
We agreed it cannot be a features list, rather simple adjectives, generalities, not specifics, something which should be valid and important for any functionality that we want to add or improve, something which will be always true, at any time.

I believe that was pretty well invested time, even if each point on this list can looks like something really obvious (maybe even like a cliche?), but I think (and whole team agreed), that going through this list whenever change will come, can show us are we going in the right direction, before we start working on it.

In my opinion, the list which we created, can be useful not only for us, that's why I decided it would be worth to share the results. So let's see how this list look like?