Apple had to make real the dreams people didn’t know were dreamable.
How Apple went from underdog to cult in 6 design and innovation strategies from its early days. (via explore-blog)
This concept – and the way it’s been discussed as a key part of Apple’s strategy – introduced me to the idea of holistic user research to find out what a target market would find useful (e.g. a mobile phone with simple, user friendly interface; a car) rather than what they think they’d find useful (e.g. a smaller phone with bigger physical buttons; a faster horse and buggy). The idea in itself seems mundane, but underpins many of the big revolutions in consumer products.