Steve Jobs, founder of Apple, had a similar view. He didn’t… - Dave Trott

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Steve Jobs, founder of Apple, had a similar view. He didn’t believe in research. He said, ‘It’s not the public’s job to know what they’re going to want. It’s my job to know what they’re going to want.

Dave Trott

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It’s a classic advertising problem. How do you take something very complicated and reduce it to something very simple, while still retaining the core truth?

Einstein said, ‘Not everything that counts can be counted, and not everything that can be counted counts.

Orson Welles summed it up best in The Third Man. ‘In Italy, for thirty years under the Borgias, they had warfare, terror, murder and bloodshed, but they produced Michelangelo, Leonardo da Vinci and the Renaissance. In Switzerland they had brotherly love, 500 years of democracy and peace, and what did that produce? The cuckoo clock.

Steve Jobs, founder of Apple, had a similar view. He didn’t believe in research. He said, ‘It’s not the public’s job to know what they’re going to wa… - Dave Trott

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