Steve Jobs’ approach was to figure out what the customers are going to want before they do. Henry Ford once said if his customers were asked what they did want, they would have opted for a faster horse. You have to show people the new products. Till then they do not know what they want. Steve, therefore, did not rely on market research. As an organisation, we must read things that are not on page. According to him, there should be a deep current of humanity in the innovations. Steve built Apple on the strength of great products, and unlike others did not allow the sales people to dominate the scene.