Last week I did hold a lecture for the distance selling in Sweden (they do sell for 2,3 Billion Euros). It was a full-day seminar called “The Day of Distance selling.” There were other speakers from Google, Paynova, TeliaSonera and 600 visitors that were hungry for new business. It was a really good day and at the end the moderator Kattis Ahlstöm, did ask me: Is it really good to ask the consumer what they want, in other words they don’t know what they want, is it not better to surprise them? I responded: You can do that until some wane else now what they want (then they will not be your consumers any longer).