Our Thinking
Cultural Engineeringperspective
The Faster Horse Fallacy
Henry Ford: if I'd asked customers what they wanted, they'd have told me a faster horse. People don't know what they want until you show it to them.
2 min read
The ATM perspective
2026
Our job is to figure out what they're going to want before they do. At YTR we don't Ask — we Probe. Human behaviour and its WHY fascinates us; we better ourselves at being depth probers.