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We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of the opportunities of tomorrow from the context of today to design.

Jonathan Ive
Jobs, Philosophical, Opportunity
"Sir Jonathan Ive: The iMan cometh". Evening Standard Interview, www.standard.co.uk. March 12, 2012.
We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of the opportunities of tomorrow from the context of today to design.