At the rate markets, technologies and customer expectations change today launching successful innovations becomes both more important and difficult. Standard strategies are inept, internal discussions about priorities slow progress down and flop rates stay remain at a stunning high. To gain customers for something new he has to be the point of reference – and not competition. Insights gained from a customer perspective build bridges between worlds and are the best reality checks for new ideas. Alice Šáchová-Kleisli shows this key message on the basis of real and practical examples.