Upside down many things look completely different: Hanging bats can look like dancing and having a great time. Sometimes it helps to look at things with another perspective, especially while creating innovation. The right data help to understand the users, that’s why you have to know this data (and the user).
Peloton for example constantly updates their interface, which keeps people interested. “Everything will be beta forever”, as Burkhardt explains it. Often the solution is not the product, but the story behind it. The story of a product can add a value to the user. Burkhardt emphasizes: “Technolgies don’t matter. Users do.”