
Ford’s customers thought they needed a faster version of what they already had. But Ford understood their deeper purpose: to get from one place to another faster. This distinction helped him avoid simply engineering a faster horse and instead opened the doors to …
Inventor of the automobile, Henry Ford, knew about this layer of desire when he famously said, “If I had asked people what they wanted, they would have said faster horses.” He knew that the unwelcome matter at hand was that horses were too slow. But this wasn’t really the…