This article proposes a refreshingly simple and yet profound approach to an age old challenge. The authors suggest the application of customer satisfaction survey methods to agricultural development projects wherein the smallholder farmer is given a voice in project design, implementation and accountability. In keeping with the simple and yet elegant style of the article, this comment addresses the following three questions: (1) What is the main contribution of the article? (2) What else can agriculture development practitioners learn from private sector customer satisfaction? (3) What are the potential pitfalls of this approach?’