It's really hard to design products by focus groups. A lot of times, people don't know what they want until yo... — Steve Jobs

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.

Author: Steve Jobs

Insight: People are terrible at predicting their own needs—they can only react to what already exists. This is why your friend didn't know they needed a smartphone until it appeared, yet now can't imagine life without one. Stop asking what people want and start showing them what's possible.

Source: Walter Isaacson, Steve Jobs, p. 567, 2011