This Steve Jobs quote on Checking Instincts is another one that’s sort-of about market research.

“We figure out what we want. And I think we’re pretty good at having the right discipline to think through whether a lot of other people are going to want it too.”

Steve Jobs might actually have said this one. Possibly. It’s another quote that supposedly says “build what excites you, then sell it.” But that’s not what it says at all.

“…we’re pretty good at having the right discipline to think through whether a lot of other people are going to want it too.”

They don’t just build it and sell it. They work out whether customers will want it.