The Dangers of Listening to Your Customers

"I just can't come up with a scenario where it doesn't make sense to interact with the customers," he says. "There's so much hero worship in the design industry, like that people trot out Steve Jobs quotes and Paul Rand quotes all the time." He does not like focus groups because they tend to get Shanghai by one person or the loudest people. The worst-case scenario for him has been three power users in a row.