不做市场调查。不问顾客要什么，给他们你觉得他们会想要的。

Apple scoffs at the notion of a target market. It doesn’t even conduct focus groups. “You can’t ask people what they want if it’s around the next corner,” says Steve Jobs, Apple’s CEO and cofounder. “We do no market research. We don’t hire consultants. The only consultants I’ve ever hired in my 10 years is one firm to analyze Gateway’s retail strategy so I would not make some of the same mistakes they made [when launching Apple's retail stores]. But we never hire consultants, per se. We just want to make great products.” 

Steve Jobs不用市场调查，我想有两个原因，一是因为他个人具备超强的市场感知能力，能够将创新的想法以合乎市场要求的产品出现。二是，在产品创新方面，针对用户的调查的确往往起不到关键性的作用，因为用户在没有拿到产品之前，其根本无法知道自己是否真的喜欢，更不知道基于创新产品提出自己的想法和期望了，这一点上苹果的做法是值得学习的。