Instead of asking customers what features they thought they would like to have in a cell phone, Steve Jobs was the market researcher for Apple. His innovative thought process and the knowledge that he was creating a product that people would want, allowed him to ask himself every morning what he wanted in the current design device (Gobble, 2012). Arriving at the Apple office, he would convey his idea and the engineers would then have to incorporate it into the device. Instead of creating brand new products, Jobs and Apple excelled at taking half-conceived ideas and rebuilding them into products made correctly and the way the consumer wanted them (Gobble,