In 1909, Harry Gordon Selfridge, the founder of Selfridge's Department Store in London, coined the phrase “The customer is always right.” In healthcare, we typically say, “The patient/user comes first.” Given that they always come first, why don’t we always do so? Ask any executive at any healthcare company and they will say that they listen to patients and clinicians, but are they actually listening and learning from them? Recently I did a primary research project for a me