The problem with businesses in the tech sector is that they create new technologies and then look for customers to sell the latest products to. Steve Jobs said this was backward and always strived to give customers what they wanted and react to their needs and wants. In the article, we will look at Steve Jobs explaining how to run a successful consumer technology company.
In 2006, Jon Erlichman conducted a great interview where Steve Jobs explained the key to combining technology with customer demand:
“There’s a lot of technology in search of a customer. You know, in other words, a lot of companies do things because it’s technically possible, but in the end, nobody cares; nobody wants to buy them. And so we see a lot of that technology in search of a customer, and I think the hard thing is to figure out what can be, done but also what people really want to do. So what we found as an example in iPods is most of our customers don’t care about having a radio built into their iPod as a matter of fact. The reason they got an iPod is because they don’t want some DJ at a radio station determining the music they listen to. They want to determine it themselves. They want to build their own playlists. And so that’s why they buy an iPod. And so we have a radio feature that you can attach to your iPod now, but most customers don’t buy it because they want their own playlists. So it’s a lot easier to come up with technology that people don’t want than it is to come up with technology that people do want.” – Steve Jobs
Let’s look at more quotes and advice from Steve Jobs on innovating technology to create the best products for customers.
The Essence of Innovation
“Innovation distinguishes between a leader and a follower.” – Steve Jobs
It’s at the heart of every great technology company. Steve Jobs always believed that to create something extraordinary, you must be willing to take risks and forge your path, even if it means occasionally making mistakes. But the key is to admit those mistakes quickly, learn from them, and move on to even more significant innovations.
Design: The Unseen Bridge Between Technology and Customers
“One of the most important aspects of any technology is its design. Design is not just what it looks like and feels like, but how it works.” – Steve Jobs
It’s about understanding the needs and desires of customers and creating products that effortlessly fit into their lives. This is especially true regarding technology in search of a customer. If the design isn’t compelling, functional, and user-friendly, the product will fail to find its audience, no matter how groundbreaking the underlying technology might be.
Understanding Customer Needs Before They Do
“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.
That’s why, instead of merely asking customers what they want, Steve Jobs always tried to anticipate their needs and desires. He always wanted to create products that solved problems and opened up new possibilities.
“By the time you build something based on customer requests, they’ll want something new.” – Steve Jobs.
So, it’s essential to be forward-thinking and innovative, looking towards the future and envisioning how technology can best serve people’s lives in the future.
Transformative Innovations: Making a Dent in the Universe
“We’re here to put a dent in the universe. Otherwise, why else even be here?” – Steve Jobs.
To truly make a difference, a company’s technology must have the potential to change the world meaningfully. It must be transformative, not just iterative. When he set out to develop a new product, his goal was to create something that would have a lasting impact on people’s lives, and he wasn’t satisfied until he achieved that.
He believed that transformative innovations were the ones that would ultimately resonate with customers and find their place in the market. If a new technology or product doesn’t have the potential to make a significant difference, it’s not worth pursuing.
Passion: The Fuel That Drives Us
“Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.” – Steve Jobs
Steve Jobs was always passionate about creating the best products for their customers at Apple. That passion drove them to push the boundaries of what was possible, to challenge themselves and each other constantly, and to never settle for anything less than extraordinary.
Steve Jobs believed their passion for creating great technology allowed them to innovate and develop products that customers loved continually. This dedication to their work ensured they never lost sight of their ultimate goal: creating technology that makes a difference in people’s lives.
Embracing Change: The Only Constant in Technology
In the world of technology, change is the only constant. As companies continue to innovate and push the boundaries of what’s possible, they must adapt and evolve to stay ahead of the curve. That means continually reevaluating their products, strategies, and assumptions about customers’ wants and needs.
Embracing change means letting go of old ideas and approaches when they no longer serve customers or a company’s vision. This willingness to adapt and grow enabled Steve Jobs and Apple to stay at the cutting edge of technology, always ready to seize new opportunities and forge new paths.
Key Takeaways from Steve Jobs’ Advice
Creating technology that successfully finds its customer requires a deep understanding of people’s needs, a passion for innovation, and the courage to embrace change. By focusing on design, anticipating customer needs, and aiming for transformative innovations, companies can develop products that truly make a difference in people’s lives. This commitment to excellence and continuous improvement defined Steve Jobs’ career and his final journey at Apple and remains excellent advice for companies that want to continue to shape our future.