Research. Corporate consensus to fail?
Akio Morita, the founder of Sony, said “The greatest assistance I had in building my company was the total failure of nerve on the part of Western businessmen to move without research.”
Steve Jobs, founder of Apple, has a similar view. He said, “It’s not the public’s job to know what they’re going to want. It’s my job to know what they’re going to want.”
The Road to Marketing Failure is Paved With Lifestyle Segmentation Research.
