A customer-oriented business includs marketing, but it also integrates the whole organisation. This is because the whole organisation has to work at identifying not only the needs that the customer recognizes, but also those that the customer is unwilling or unable to express. People don’t confess to consuming fast food, but they’ll profess to purchasing fair-trade products, even though their actual behaviour betrays their intentions. People are told to define their requirments, even though they cannot predict the way the world will be when the solution is applied. And when events change the need, they are blamed for being insufficiently prescient. And yet the definition of new products and services requirs a constant dialogue between the technology and the market. Not everything can be predicted in advance.