In order to design information products that are useful to our customers, we have to pay attention to what they say they want and need. But, far to often, we can’t see the real problems in need of being solved. Perhaps it’s because we just don’t pay as much attention as we think we do. Take the case of the “Amazing Color Changing Card Trick” (see video below). If you don’t see what’s going on the first time around, you’re not alone.