"Your scientists were so preoccupied with whether or not they could, they didn't stop to think if they should."

This line, spoken by Jeff Goldblum in the movie "Jurassic Park," has stuck with me for 13 years. In context, the character is referring to the decision to plunge forward with bringing dinosaurs back from extinction in order to create a theme park. But the idea behind the thought is nothing new in the business world.

Too often, companies get caught up in offering a new product (or a new version of an old product) simply because they can without considering whether they should – that is to say, without considering whether the new offering is something customers actually want or need. It's a fine line to tread: How can you increase profits without killing the goose that lays the golden eggs? And marketers are caught in the middle.

Look at the iPod, perhaps the most hyped (and most successful) electronic device of all time. In the last couple of years, even Apple has experienced a bit a of backlash over its tendency to release new versions every few months, leaving some feeling like they've been taken for a ride.

The main complainers are technophiles, who love to have the "latest and greatest" of everything (and who are some of Apple’s best and most loyal customers). The next time a new iPod version is released, scan some "techie" blogs and you'll see the skepticism; will there be a better version available soon?

Luckily for Apple, the golden goose is alive and kicking. But the road to success is littered with those who haven't been so lucky. Maybe you’ve experienced some of that backlash.

My advice? Stop thinking like the "Jurassic Park" scientists and start thinking like your customers.

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