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It’s time to retire the “faster horses” quote, particularly if you want to stay competitive in 2024. The quote in question has been attributed to automobile mogul Henry Ford and goes something like this: “If I had asked people what they wanted, they would have said faster horses.” In essence, it’s a brush-off to customer sentiment and desire. It’s also completely off-mark in an era where buyers are getting exactly what they want from brands — and moving on if they don’t.
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