When the concept first emerged, Amazon was hailed as an innovator. Over time, customers’ needs started spiraling and even Amazon was unable to meet all demands thus creating the concept of Prime. But even this could not satisfy an ever more impatient clientele, so same day services were promised. For every giant such as Amazon struggling to meet demands, there are hundreds of smaller companies that will leave customers dissatisfied. In order to drive business innovation, customer views need to be held in esteem. With greater digitization, customers want their demands to be fulfilled instantly. A company no longer has the luxury of sitting on its laurels. Stagnant thinking will result in the company missing out on latest innovations.

Source: http://www.forbes.com/sites/larrymyler/2016/05/05/your-customers-drive-business-innovation-listen-to-their-needs/#1836c7033a8a