Steve Jobs - Don't be a focus-group slave

When Jobs took his original Macintosh team on its first retreat, one member asked whether they should do some market research to see what customers wanted. "No", Jobs replied, "because customers don't know what they want until we've shown them." He invoked Henry Fords line: "If I'd asked customers what they wanted, they would have told me, 'A faster horse!'"

Biographer Walter Isaacson identified 13 aspects of Steve Jobs and CSNZ has pleasure in presenting the sixth on Don't be a focus-group slave ... READ MORE

Released by the Australian Financial Review - 7 June 2012