Don't assume you know what customers want. You need to genuinely ask them. Better yet, you need to engage in a real dialogue, observe daily behaviors, and design an open-minded, joint discovery process.
It still grates at me that my parents consider their parenting strategy to be "raise your girl like a boy." But looking back, it's less their methods I have issue with than the fact that so many wonderful toys and hobbies and activities are considered 'boy-like' by our society.
Maintaining an open perspective while staying focused on a goal can cause any aspiring design star to run in circles, wasting much of their valuable time and energy. Can a couple of hours spent composing an Inspirational Design Brief significantly improve their performance?
When Jeff started his MBA program at UC Berkeley in 2006, he went in as "The Underwear Guy," telling everyone about his plans. Some people dismissed him as weird, whereas others supported his vision. He met his business partner Jason Kibbey.
Apple is more "evolutionary" than "revolutionary." They take big, ugly, complex and frustrating technology that works, and turn that same technology into something that is smaller, prettier, simpler and friendlier.