Some people say give the customers what they want, but that’s not my approach. Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, ‘If I’d ask customers what they wanted, they would’ve told me a faster horse.’ People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.

– Steve Jobs

And it turns out, if you are able to build an entire business out of a cult of personality, you don’t even have to figure out what they will want anymore. They will just want what you make.