CHANGE YOUR WAY OF LOOK
Companies spend huge amounts of money on market research, but eventually they often ignore customers' views when it comes to designing products, services and business models. A good business model framework can limit this error. It builds the whole business model through the lens of consumers, a method that can open up entirely new opportunities. This does not mean that the customer perspective is the only starting point of an innovation initiative, but it does mean that we should consider customer opinion when evaluating a business model. Whether or not the innovation process is successful requires an in-depth understanding of the customer, including their surroundings, daily routines, interests, and aspirations.
Source: Business Model Generation - Alexander Osterwalder & YVes Pigneur