People don’t know what they want until you show it to them. That’s why I never rely on marketing research. Our task is to read things that are not yet on the page.
That’s been one of my mantras – focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.
Your customers don’t care about you. They don’t care about your product or service. They care about themselves, their dreams, their goals. Now, they will care much more if you help them reach their goals, and to do that, you must understand their goals, as well as their needs and deepest desires.
The hardest thing when you think about focusing. You think focusing is about saying “Yes.” No. Focusing is about saying “No.” And when you say “No,” you piss off people.
The mark of an innovative company is not only that it comes up with new ideas first, but also that it knows how to leapfrog when it finds itself behind.
