Robert Heinlein is credited with this great quote: “Progress isn’t made by early risers. It’s made by lazy men trying to find easier ways to do something.”

This not only applies to inventors and product innovators. It applies to everyone.

No matter what we might try to get ourselves to believe about our customers (or ourselves), people are generally lazy. This isn't necessarily a bad thing. People don't have time or interest to do hard things. They are busy. They are occupied with other important things. Your complex or difficult requests just might not be worth the effort. So, you have to raise your game. You have to make things easy.

Said another way, "Customers are not all early adopters. You must create easier ways for your customers to do something."