Steve Jobs

You can’t just ask customers what they want and then try to give that to them

 “By the time you get it built, they’ll want something new.”

Steve Jobs

In 1985 during an interview with Playboy magazine Steve jobs said that “we built [the Mac] for ourselves. We were the group of people who were going to judge whether it was great or not. We weren’t going to go out and do marketing research”. Throughout his career Jobs stayed true to this opinion. 12 years later he told Business Week “A lot of times, people don’t know what they want until you show it to them.”

But does this way of running a business work for anyone else? Can it only work in certain creative industries?

Market research is often thought of a key to many companies strategies. What side of the fence do you sit on?


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