The traditional product development process works as follows: We do research and development, and through it we create new products. This is followed by marketing and sales models, and finally we expect customers to buy the product. That’s how it used to be, everything very linear. Today, thanks to data analytics and the Internet of Things, we have the ability to understand what customers really need and want at a much earlier point in time. We’re not the ones who try to figure out what our customers might reasonably need. Instead, data-supported analyses and artificial intelligence offer us the basis for better understanding customer needs. On this basis we can develop our products and services, deriving them directly from the customer. This means a paradigm shift, completely different processes, and a different mentality.