1. 史蒂夫?喬布斯

公司名稱：蘋果公司

銷售額：1,082億美元

市值：5,460億美元

員工人數(shù)：63,300

建議：拒絕小組座談會和市場調(diào)研,。

????盡管史蒂夫?喬布斯在對待那些全身心為他工作的人時有點不顧情面，苛刻至極,，但他仍是我們這個時代企業(yè)家的標桿,。他深具遠見，鼓舞人心,，才華橫溢,，卻又反復無常。

????或許,，關于喬布斯最讓人驚異的事實是,，他認為市場調(diào)研和小組座談會只會限制人的創(chuàng)新能力。當被問到蘋果公司推出iPad之前進行了多少市場研究時，喬布斯的著名回答是：“完全沒做過,。消費者們沒義務知道他們想要什么,。如果消費者從來沒有見過哪怕有一點點近似的東西，很難（讓他們）告訴你他們到底想要什么,?！?/p>

????事實上，真正讓蘋果公司如此與眾不同的是喬布斯的直覺,，他有著雷達一樣敏銳的感覺,，能夠感知新興科技及其結(jié)合有望產(chǎn)生的“偉大至極”產(chǎn)品。對于去年于56歲英年早逝的喬布斯而言,，直覺絕非本能,。它是“連點成線”，正如他在斯坦福大學（Stanford）畢業(yè)典禮演講中所述,，這段經(jīng)常被人引用的話閃現(xiàn)了互異的人生經(jīng)歷和科技變革之間的關系,。

????完全可以想見，如果喬布斯高度依賴消費者研究,，就不會有蘋果公司后來的熱賣產(chǎn)品,，從麥金塔電腦（Macintosh）到iPod，再到iTunes,。

????湊巧的是,，喬布斯推出麥金塔電腦當天，《大眾科學》（Popular Science）的一位記者曾經(jīng)問他,，蘋果公司進行了怎樣的市場研究,、確保這款電腦有市場。喬布斯以近乎生氣的語調(diào)反問：“亞歷山大?格雷漢姆?貝爾發(fā)明電話機前做過市場調(diào)研嗎,？”

1. Steve Jobs

Company:Apple

Sales: $108.2 billion

Market Value: $546 billion

Employees: 63,300

Advice: Say no to focus groups and market research.

????Though he could be abusive and mean-spirited to people who threw themselves into their work on his behalf, Steve Jobs has been our generation's quintessential entrepreneur. Visionary. Inspiring. Brilliant. Mercurial.

????Perhaps the most astonishing fact about Jobs was his view that market research and focus groups only limited your ability to innovate. Asked how much research was done to guide Apple when he introduced the iPad, Jobs famously quipped, "None. It isn't the consumers' job to know what they want. It's hard for [consumers] to tell you what they want when they've never seen anything remotely like it."

????Instead, it was Jobs' own intuition, his radar-like feel for emerging technologies and how they could be brought together to create, in his words, "insanely great" products, that ultimately made the difference. For Jobs, who died last year at 56, intuition was no mere gut call. It was, as he put it in his often-quoted commencement speech at Stanford, about "connecting the dots," glimpsing the relationships among wildly disparate life experiences and changes in technology.

????It's a safe bet to assume that none of Apple's blockbuster products, from the Macintosh to the iPod and iTunes, from the iPhone to the iPad, would have come about if Jobs had relied heavily on consumer research.

????Fittingly enough, on the day Jobs launched the Macintosh, a reporter from Popular Science asked him what type of studies Apple had conducted to ensure there was a market for the computer. In a nearly offended tone, Jobs retorted, "Did Alexander Graham Bell do any market research before he invented the telephone?"