Understanding your customer needs is not sufficient :
Just understanding your customer needs is not sufficient.we have to understand and determine the needs of the customer.We should be able to DELIGHT the customer.
Eg: In summer, people feel hot and you find a need
Need Identification : customer needs something cool
Need satisfaction: provide him a fan with 3 wings.
Customer Delight : Provide him different colors, 4 wings, diamond studded fan etc
Innovation :Modify it to Air cooler and Air Conditioner.