倾听顾客的反馈通常都不会错，但事无绝对。尽管大家都在谈论“创意为用户”，以及要让消费者的反馈决定产品的设计，但聪明的公司应该适时的选择忽略市场的要求。2001年苹果推出iPod时遭到嘲笑，但是史蒂夫•乔布斯坚持自己的直觉。任天堂在其游戏机Wii上市之初也有类似的遭遇，但是今天Wii已经大获成功。所以，在设计产品时商家并不是仅仅着眼于当前的游戏玩家市场，同时还试水非游戏玩家这块未开发的市场，设计了一款具有广泛吸引力的产品。

    Less is more.

    化繁为简

    You see it in all of Apple's interfaces - that "clean" look. Sure, the power is there, but wherever possible it's hidden away. As for controls, there's hardly a single button on an iPod. It seems counter-intuitive to the engineering mind. Less features and less controls appeal to people more. But it makes sense. With less, there's less room for error. Less to digest. Less to learn. In other words, a shorter path to enjoyment.

    这一点在所有苹果机器的面板里都有所体现——那种“清爽”的界面 ......