Walmart didn’t pursue the question of what customers wanted. Instead, Walmart came up with the answer first, then asked customers to agree to it. That’s exactly the wrong thing to do, because it ignores customers while attempting to fool stakeholders into thinking that the strategy is customer-centered.

[Ignore the customer experience, lose a billion dollars (Walmart case study)

• Good Experience](http://goodexperience.com/2011/04/ignore-the-customer-e.php)