Important lesson learned: It just doesn't matter! Don't think that's the way I would phrase it to the customer. In the end, though, what really matters is prioritizing. In the words of GR authors: Make each feature work hard to be implemented.
Doubt it? Think of it this way, again from GR: "Each time you say yes to a feature, you're adopting a child. You have to take your baby through a whole chain of events (e.g. design, implementation, testing, etc.). And once that feature's out there, you're stuck with it. Just try to take a released feature away from customers and see how pissed off they get."
Every new feature request that comes to Digital Services— or from us — should first be met with a "no" or "not now" or "we'll think about it". We should listen but not act. If a request for a feature keeps coming back, that's when we know it's time to take a deeper look.
Great quote from Steve Jobs: "Listen: I know you have a thousand ideas for all the cool features iTunes could have. So do we. But we don't want a thousand features. That would be ugly. Innovation is not about saying yes to everything. It's about saying NO to all but the most crucial features."
Steve Jobs again: "[Innovation] comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much. We're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important."
Here's another idea: ask customers what they don't want.
