Apple anticipates where the market will be heading, as opposed to simply reacting to where the market is already going.
Question: What makes Apple revolutionary?
Guy Kawasaki: if you were to ask people in 1983, you know, what would you like in a personal computer? They would have said, bigger, faster, cheaper, MS-DOS machine, bigger, faster, cheaper Apple II. No one would have described the Macintosh. And so the genius of Steve Jobs is not that he listens to the marketplace focus groups and marketing research and then he takes that research and he implements it, he does not believe in market research. Market research for Apple Computer is Steve's left hemisphere is connected to his right hemisphere. That's the focus group.
And so the lesson of Apple is, you know, you cannot necessarily just listen to what able are saying they need because they are going to define everything they need in terms they already know, bigger, faster, cheaper. The shrill revolutionary, then surely enchanting company creates a product or service before people can really define the need for that product or service. They anticipated where the market will go as opposed to simply reacting quickly to where the market is already going.