Steve Jobs And Focus Groups

Regular readers of Clientk
know I think focus groups only have one purpose
and that is to make executives happy.

Turns out…
Steve Jobs shares my disgust
of focus groups.

“Asked why Apple doesn’t do focus groups,
Jobs responded:
“We figure out what we want.
You can’t go out and ask people
‘what’s the next big thing?’
There’s a great quote by Henry Ford.
He said,
“If I’d have asked my customers
what they wanted,
they would have told me
‘A faster horse.'””

If you truly know your prospect,
there is no reason to hold focus groups.