A processor-implemented method executing on a computer for using customer behavior to implement product design is provided. The method comprises the computer identifying a set of behavioral profiles that captures at least about sixty percent of a customer base, identifying products from a current offering that substantially match behavioral traits associated with each profile, and studying usage patterns of the products by customers, wherein the patterns are those of a plurality of customers using the products. The method also comprises the computer refining the profiles of the customers using the products, identifying underutilized features of the products based on patterns and one of discontinuing and repositioning the underutilized features, and identifying features indicated as desirable based on usage patterns and adding the features to the identified products; wherein the products comprise at least one of hardware, software executing on the hardware, and services associated with the use of the products.