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Innovation

QUALITY MANAGEMENT DEPARTMENT

HISTORY

“You can’t just ask customers what they want and try to give them that. By the time you get it built, they’ll want something new.”

WHAT

WHEN

When

It's said that nobody know exactly where this quote comes from, and apparently the internet isn't either (I couldn't find a direct source). Still, it's pretty close to a few others.

Playboy

​This is from a 1985 interview with Playboy shortly after the introduction of the Macintosh.

"We think the Mac will sell zillions, but we didn't build Mac for anybody else. We built it 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 market research. We just wanted to build the best thing we could build."

Business Week

We have a lot of customers, and we have a lot of research into our installed base. We also watch industry trends pretty carefully. But in the end, for something this complicated, it's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.

The second comes from an interview with BusinessWeek not long after Jobs had returned to Apple. Jobs was asked if Apple did market research when developing the iMac, which had come out that year. His answer:

Linked

"Some people say give the customers what they want, but that's not my approach. Our job is to figure out what they're going to want before they do. I think Henry Ford once said, "If I'd ask customers what they wanted, they would've 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."

Henry Ford

Henry

Ford

Elon Musk

Tesla

WHY

CLAUSE 1: You can’t just ask customers what they want and try to give them that.

CLAUSE 2: By the time you get it built, they’ll want something new.”

CLAUSE 1

The Customer Does not

Always Know What They Want

The first reason you can’t just ask customers what they want is that they are not always attuned to what they really need. Steve Jobs famously said, “People don’t know what they want until you show it to them.”

The Human Desire to Develop Patterns and Habits

Our Overwhelming Need to Please Others

CLAUSE 2

By the time your customers can articulate their needs in a way you can act on, they are already dreaming of something new and better.

​CONTINUOUS IMPROVEMENT

HOW

1. How Creativity Can Benefit Your Career

2. Ways to Boost Your Creativity

HOW

Benefit

Benefit of Creativity

Boost

Ways to Improve Your Creativity

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