Apple founder Steve Jobs famously said “customers don’t know what they want until we’ve shown them” when his planning team wanted to research customer needs.

Big companies like Proctor & Gamble spend millions testing consumers and fail more often than succeed – and remember when Coca Cola decided that it was time for New Coke after doing research that was clearly wrong when the product failed.

This is important because in our lives we chase things that we think we may want but cannot know for sure until we get it.

Curiosity, it turns out, may be a better roadmap to our future desires so every day we feed our curiosity, we learn more about what may be important to us.