By now I hope it is obvious just how helpful it can be to properly identify Customer Needs. However, it is hard to state just how important the process really is, and how dangerous it can be to neglect it. This example comes from the Harvard Business School. In 1969, the company Ink, Inc. (renamed for the purpose of this case study) released a high-speed electrostatic computer printer called the Inked 3000. It was the first electrostatic printer on the market! It could print four times faster than the next closest competitor, and it cost one-fourth as much. Printers were fairly common at this point, and the Inked 3000 looked like it would take the market by storm.