Each year automobile companies try to predict what new features consumers will want in their cars. If their predictions are right, they are richly rewarded with increased car sales. If they are wrong, they suffer the financial consequences.
But wait, is that the best way to design cars? What if car companies invited consumers to the table as equal partners in the design process? The way I see it, consumers could be buying cars they co-designed—reducing the gigantic financial risk to car companies, not to mention the waste of never-purchased vehicles.