At Japanese electronics maker Omron, sales representatives identify product development opportunities by finding customers' unsolved problems; they ask broad questions and observe what doesn't work.

日本的电子设备制造商欧姆龙，销售代表通过从客户使用的角度来发现未解决的问题以寻求改善产品的机遇；他们拜访顾客，征询方方面面的问题，并密切观察产品让客户不满意的地方。

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It all started when Craig Bauer, an executive at manufacturer Omron Electronics, died in June 2006 of bacterial meningitis following a business trip that included stops in Brazil, China and Japan.

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