Steve Jobs was many things, but not a believer in focus groups. In his personal "Ten Commandments" of business, he decried the use of focus groups to determine what a customer believed a good solution would be to their problem. He felt that customers could not be creative and innovative in thinking about or describing solutions. They were limited by their experiences and knowledge of current lackluster solutions.
If you have read Pain killer Marketing, by Henry DeVries and myself, you understand that we agree. What customers can describe, especially when engaged in conversation one-on-one, is what problems and pains they have, what are the headaches in their lives.
Jobs understood customers's pains and problems. It is no coincidence that Apple has the highest customer satisfaction ratings, the highest product reliability, as well as the highest-rated customer service organization. Do you think Steve Jobs had experienced those pains in his past with other companies, both within his industry and in other industries?
Despite his track record for innovative products, his business model is quite simple: treat people well and you will do well. It continues to amaze me how few American businesses understand that simple concept. Let us hope that entrepreneurs continue to come forward with products and services that solve our pains, as well as not causing additional headaches with reliability or service.
