This explore the critical role of deep customer understanding in successful product development and marketing.

It highlights that the "answers" for innovation often reside within the customer's behavior and context, rather than solely with the creator. Through two distinct case studies—the global success of Japanese shiitake powder by understanding vegan needs and sustainability, and the long-standing appeal of People Co., Ltd.'s baby toys through meticulous "baby observation"—the texts demonstrate how observing user behavior, even seemingly unconventional usage, and embracing every "nugget of insight" can unlock new market opportunities and redefine product value.

The both examples underscore the importance of shedding preconceived notions and embracing the customer's perspective to uncover latent needs and drive impactful solutions.