Which is what Dr. Lanning's holograph said to Del Spooner in the iRobot movie. Which is what we need to be sure we're doing in marketing.
Several weeks ago I was at an informal presentation and discussion in Palo Alto. One of the attendees related the story about how they were doing market research to figure out what features they needed to build for their auto attendant product (you know, it answers the phone and says "Press 1 for sales, 2 for another morass of menus"). Turns out the number one feature customers wanted was:
A real person.
Great story and a lesson in it for us all. Make sure you really understand the benefit the customer is striving to obtain. It may be out of bounds for your product. Then you can either hunt for the correct type of customers for your product, or perhaps it is time to change directions. Buggy whips turned into steering wheels after all.
And speaking of real people, I found a killer service which allows you to have real people answer the phone even if you work somewhere else. (They'll sell you auto attendant services too.)