Here’s what everyone gets wrong about this famous Steve Jobs quote, according to Lyft’s design boss


Apple cofounder Steve Jobs has a lot of famous quotes.

One of them is a counter to the popular phrase, “The customer is always right.”

Here’s the full quote from Steve Jobs, on why companies shouldn’t rely on market research:

Some people say give the customers what they want, but that’s not my approach. Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, ‘If I’d ask customers what they wanted, they would’ve told me a faster horse.’ People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.

I asked Katie Dill about this quote recently. Dill was just named one of Business Insider’s top 10 people changing the world of consumer technology, and made our list of 100 people transforming the world of business.

Dill believes people get the wrong idea from this famous Steve Jobs quote.

Katie Dill Jason Henry for Business Insider

“I agree with that quote, but I think it is often misinterpreted,” Dill told Business Insider.

“I agree with the sentiment that