I think Henry Ford once said, "If I'd asked customers what they wanted, they would have told me, 'A faster horse!'" People don't know what they want until you show it to them. That's why I never rely on market research. Our task is to read things that are not yet on the page.
In Walter Isaacson's biography of Steve Jobs, the author emphasizes the idea that true innovation often comes from an understanding of what customers need, even before they realize it themselves. Steve Jobs famously quoted Henry Ford, highlighting that if customers were asked what they wanted, they might suggest improving old technologies rather than envisioning something revolutionary. This perspective underscores the importance of visionary thinking in product development.
Jobs believed that relying solely on market research could be limiting, as customers may not articulate their desires accurately. Instead, he advocated for the ability to anticipate future desires and innovate accordingly, suggesting that inventors and creators should look beyond conventional feedback and imagine possibilities that have yet to be realized.
