When discussing innovation, we quote Steve Jobs as much now as at his death 13 years ago.

Unfortunately, his words are often misinterpreted—none more so than the idea that Jobs “didn’t believe in market research.”

I wrote this post a few years ago after growing tired of hearing it from startup founders, investors, and corporate decision-makers.

The post still gets thousands of visits yearly, mostly from people in innovation roles looking for proof that he didn’t mean that.

But I haven’t shared it with my newer friends and connections yet, so here goes...

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit theworkaround.substack.com/subscribe