Henry Ford: “If I had asked people what they wanted, they would have said faster horses”
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”
I had heard some these quotes a lot of times before. They gave me the impression that the guys are suggesting not to base business decisions on a customer’s opinion. Kind of “you should understand the user’s needs yourself”. It confused me a bit, to be honest. I didn’t understand why they said so. But they’re great brains, right?
So I knew I was missing something.
Several years ago I read the book “The Mom Test” where Rob Fitzpatrick writes how to ask customers the right questions.
I knew most of it already, but the examples collected and organised are great. Totally recommend.
It hit me today — they’re talking about the same thing:
Don’t ask customers about their needs or about your product!
But it doesn’t mean we shouldn’t ask them anything.
We just need to choose the right ways of getting information.