Onur Cobanli explains:
Many times you would think that good design is about identifying user needs and creating products and services that respond to those needs, but this is only partially good as this only leads to designing products and services that are responding to current needs but not to future needs; these are still good designs but they are not truly innovative; they don’t change the landscape, they don’t push competition; what truly disrupt the market are, products of future, available today, such products also give you competitive and monopolistic advantage as nothing exists to compete with them. You should definitely design products with needs of customers in mind, but you should take the extra step to imagine also what those current customers would need in future.