Does innovation require listening to your customers? Or is to better to ignore them? "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."— Steve Jobs Also: What worked for Steve Jobs may not work for your company.
The Benefits of Sheltered Innovation
Multiple studies have shown that individuals have a tendency to produce the most novel ideas when working alone (as opposed to crowdsourcing ideas from an external group).
- But can this focus on the internal creativity of teams really have a place in the business world?
- Should customers be ignored?
According to Mario D’Amico, senior VP of marketing at Cirque du Soleil, the answer is, well, maybe.
...was Jobs right or not?
Many respected entrepreneurs would say that yes, he was right ... but only for theextremely unconventional and circumstantial situation that his company was in.
...understanding your customers’ wants is a pivotal part of growing your business—but doesn’t have to restrict your innovation.
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