I’m a bad golfer! Imagine I’m standing 210 yards away, the green. I grab a 6-iron because that’s what Bryson DeChambeau uses from that distance. I swing, the ball flies 121 yards, rolls, and stops. Obviously, an amateur, shouldn’t use the same club as a pro.

Innovators, do this too. Often I’ve heard someone say, “Steve Jobs didn’t do research…” or, “Steve Jobs said consumers don’t know what they want.” For the same reason you shouldn’t use the club a pro does, please, please, let’s stop comparing ourselves to Steve Jobs. Do research, get insights, and satisfy your customers.