It is important to know what the customer needs. If a marketer just follows sales trends and dismisses innovation, they lose the opportunity to be a pioneer in an untapped market. As pointed out in another Marketing Blog, Wearing the Hat Blog, it reminds us that you should never lose sight of what a customer is really looking for. Wearing The Hat refers to wearing the hat that your customer wears. By doing this, you get a greater understanding of what the customer needs. This can lead the marketer on how to meet those needs in new and inventive ways.