Jobs on User Experience

There are certainly many classic Jobs quotes and interviews but this one on the tail wagging the dog is certainly up there

Fabulous Le Guru

“You have to start with the customer experience and work back to the technology, not the other way around”  

Can you hold up the piece of paper (your product) and say “Do you want this?” 

The fact that we’re making mistakes proves that we’re making decisions along the way.