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What happens when you ask customers to help design products

It’s common in the business world to hear a company say something along the lines of “we’re always receptive to feedback”. Usually this is stated in regard to being publicly shamed due to a PR stunt gone awry, or more recently, being targeted due to less-than-sustainable practices. There are fewer companies that can actually claim they not only receive and engage with feedback from customers, but actively seek it out. And fewer still that preemptively work with customers to ensure produc