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We don’t hire consultants. The only consultants I’ve ever hired in my 10 years is one firm to analyze Gateway’s retail strategy so I would not make some of the same mistakes they made [when launching Apple's retail stores]. But we never hire consultants, per se. We just want to make great products.”
I found this to be fascinating. How can one of the most popular and successful consumer brands not perform any consumer research? Then I read the following quote:
“It’s not about pop culture, and it’s not about fooling people, and it’s not about convincing people that they want something they don’t...
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