Benjamin Teal

“In a 1998 Business Week article, when talking about customer focus groups, Steve said, “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.” Does that mean you shouldn’t listen to your customers? Absolutely not. Just a year earlier, at the 1997 World Wide Developer Conference, Steve had this to say about customers: “You’ve got to start with the customer experience and work backwards to the technology… I’ve made this mistake probably more than anybody else in this room… As we have tried to come up with a strategy and a vision for Apple, it started with ‘What incredible benefits can we give to the customer? Where can we take the customer?’… I think that’s the right path to take.” Whoa! Doesn’t that contradict all of the others statements? No. And here’s why. The key phrase is “what incredible benefits can we give to the customer.” It’s in the benefits. The value you deliver.”
― Benjamin Teal, The Value Driven Business: The Simple Strategy To Create A Business You Love

“if you don’t have customers, you don’t have a business. And if you don’t have customers that that find value in what you are offering, you won’t have business that generates value for you.”
― Benjamin Teal, The Value Driven Business: The Simple Strategy To Create A Business You Love