Forget The Focus Groups

“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 to BusinessWeek, May 25 1998

I read an article yesterday that referenced this axiom, and I haven’t stopped thinking about it since.  Steve Jobs doesn’t work with focus groups because he believes that they can rarely tell what the next big thing is going to be.  As an innovator, his job is to show them what they are already craving.  Is that right?  Should we lead this way in church and if so, how?

I can immediately think of examples in the life of Jesus where he both listened and had compassion with the crowds, and times when he took them places that they never would have gone on their own.  So what do you do with an idea like this?


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