I recently read Mark Cuban's book How To Win at The Sport of Business. In it was a chapter called "Why you should never listen to your customer."
I remember Steve Jobs having the same feeling so I went back through his biography to look for his comments (I love the search feature in my Kindle!). Some people say, Give the customers what they want. But thats not my approach. Our job is to figure out what theyre going to want before they do. ..Thats why I never rely on market research. Our task is to read things that are not yet on the page.
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