Bill Campbell explains why Steve Jobs refused to do market research

You know, I came from a real research organization like Kodak when I came to Apple in 1983. And I was always trying to push Steve into market research and he would throw me out in the street most of the time. And he always believed that he had enough good people inside his organization with taste that could tell him exactly what we needed. So we joked about that years later that I don't think a marketing person would have created the Macintosh, but a good marketing person would have made it better. When you think about some of the flaws that we had in that product, right away, almost anybody that was a B plus or to an A marketer could have figured out and gotten rid of some of the problems that occurred at that time. Do I feel strongly that we ought to put out products that we think are good, that we have not control tested? Not really. The lean takes advantage of what the environment is today, and the environment is today. Rapid ability to change based on customer feedback. I say that when I was spending a lot of time at Google. You're constantly pushing everybody there to say, pay attention to the feedback. We put it out, listen, course correct.