iPrinciple Four (continued)- Sell Dreams, Not Products

1) When it come to your customers, it's not about you; it's about them. Your customers don't care about you; they care about their dreams. They are asking themselves, "How will this product or service make my life better?" Help them fulfill their dreams and watch your sales soar.

2) Be your own focus group. No outside focus group will give you the green light to develop breakthrough innovation.

3) Listening to your customer is not as valuable as knowing your customer. Maintain a pixel-level obsession with every aspect of the customer experience.

Taken from "The Innovation Secrets of Steve Jobs", ISBN: 978-0-07-174875-9