You are not Steve Jobs

Many executives at startups and established companies don’t involve customers in their process.

They think they know better than their customers & assert that customers don’t know what they want, anyway.

They justify this delusion by quoting people like 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.”

Have you ever done that? Think similar to these executives?

If yes, let me tell you a secret…You are not Steve Jobs.

Steve Jobs was a visionary who cared about design & user experience to the tiniest of detail. He worked with & surrounded himself with the best designers in the business — designers like Sir Jonathan Ive, Bruce Tognazzini, Jef Raskin, Don Norman, Bill Verplank, Paul Rand, who went on to define the field of design & user experience.

Here he’s talking about interaction design:

So before you shun out your customers, please, keep your ego in check.