Customers can’t tell what they need

E’ quello che sostengo ormai da anni, a proposito dell’ossessione dello “user” come altare sul quale sacrificare ogni scelta di design: “If you ask customers what they want, they will tell you, “Better, faster, and cheaper”-that is, better sameness, not revolutionary change. They can only describe their desires in terms of what they are already using-around the time of the introduction of Macintosh, all people said they wanted was better, faster, and cheaper MS-DOS machines. The richest vein for tech startups is creating the product that you want to use”

Link: http://blog.guykawasaki.com/2011/10/what-i-learned-from-steve-jobs.html