In the book by Walter Isaacson on Steve Jobs, a significant idea is presented regarding customer needs. While many assert that businesses should cater directly to customer demands, Jobs emphasizes a more proactive approach. He believed that the true role of innovation is to anticipate customer desires and preferences, rather than simply responding to them after they arise.

This forward-thinking perspective highlights the importance of understanding not just current market trends, but also future possibilities. By predicting what customers will want, companies can lead the market and create products that resonate with users, ultimately shaping their expectations instead of merely following them.