Sometimes all the outcomes customers are trying to achieve in one area have a negative effect on other outcomes. This is very common when companies are busy listening to the ‘voice of the customer.’ Traveling salespeople, for example, may say they want a smaller cell phone, but they may not have thought about how hard that tiny phone will be to use. Carpenters may request a lightweight circular saw without thinking about the fact that it will no longer have the power to get through some of the more difficult jobs. When customers make requests for new product features, they are usually focused on solving just one problem and are not thinking of how their requested solution will _________________________________. In this situation, customers request new features but reject the resulting product when they realize the ramifications of their suggestions ― the added feature turns out to be worthless because of the problems it causes.

* ramification: 파생된 문제