84. "We do no market research. We don't hire consultants. The only consultants I've ever hired in my 10 years is one firm to analyze Gateway's retail strategy so I would not make some of the same mistakes they made [when launching Apple's retail stores]. But we never hire consultants, per se. We just want to make great products."
Where: Fortune, March, 2008.
Stick to the basics: make a great product and consumers will respond favorably. Jobs only concern when it came to his competition was to know the mistakes they made, not what Apple could to do to compete. This basic goal served as the foundation of Apple's success under Steve Jobs.