There are a lot of CEO’s that use the Steve Jobs argument to justify their approach of thinking they know what customers want.

Chances are you are not really building a product that is reinventing a market and creating new solutions for previously non existing problems, like the iPhone. Then you fall into the hole of thinking you can imagine how people want to solve a well known problem and end up finding out later that, well, you were wrong.

I’d urge people to stop thinking they can pull off a Steve Jobs.