"How can we include AI into our product? "Let's digitalize our product offering." "We need a mobile app - let's build one." "We need to become more innovative - let's brainstorm some ideas."

These quotes are quite typical of what we see in our practice at companies. We call it a solution-first or technology-first approach. Starting with the technology, building a product or strategy and only then looking for a customer need or a customer problem to solve.

We believe this is incredibly wasteful and lessens the likelihood of success. It leads to many iterations and might even miss the sweet spot of customers all together.

CFI goes the opposite way. If you follow the CFI process in this course, you will discover the unmet needs and problems of your future customers upfront and in a data-driven way, allowing you to select the right need opportunities in the market and tune your technology or solution towards those opportunities. CFI is a needs-first approach and thus tries to prevent you falling into the technology-first trap.