swamptooth
Any business needs to expand its customer base and listen to new adopters. To only listen to customers who have been around ten years is certain death and sonar would be on version 8.5.9.
This is true, but this is hard in any business. The questions become:
- To which customers should we listen?
- Who should be doing the listening?
The natural tendency is for the ones who have been at the core of the strategy to control the listening/filtering process. And the customers they choose to listen to tend to be those who will reinforce the status quo. In other words, it is easy to say "become customer-centric". It is very difficult to do. I have been through that cycle with dozens of companies over the years, either as a worker, an executive, or as a consultant. I honestly can't think of a single case where that really resulted in the company gaining and fully embracing a new insight.
That's the reality. People in control fight to protect the status quo.
What we have here is a culture that is very, very comfortable with the notion of a DAW as the fusion of sequencing and recording. They have worked very hard to produce a great product that covers most areas of that space very competently.
I'm sure we all welcome refinements and way cool features that polish the basic DAW package. But the reality is there just aren't a lot of huge needs in that area. All DAWs do a pretty good job of what we know to be "DAW functions" today, and 30 new features in that are really won't change the competitive line-up very much.
If I were in charge of such a product, I'd want to understand what is going on in the universities. What is going on at the leading edge? What is happening in the base of DAW users that aren't considering this product? Considering there will probably be little movement between DAWs because of inertia/loyalty/lack of differentiation, a critical question becomes "Is there another base of potential customers who have not committed to
ANY DAW yet?"
These are the inputs an executive should be seeking. And I don't think the answers are inside the company or inside the long-term base of most vocal users.