"La investigación de mercado no ayuda. Si hubieras ido a un cliente en 2013 y le hubieras dicho, '¿te gustaría tener un cilindro negro, siempre activo, en tu cocina, del tamaño de un bote de Pringles, al que puedes hablarle y hacer preguntas, que también en"

The core idea here is that sometimes, market research can't predict how revolutionary a new product will be because people can't imagine wanting something they've never seen before. It's about innovation and thinking beyond what customers say they want.

This quote makes me think about some groundbreaking inventions that, at first glance, seemed unnecessary or even ridiculous. Take the iPhone, for example. Back in 2007, if you had asked people if they wanted a device that was a phone, a music player, and a mini-computer all in one—many might have said no. They already had phones and iPods and didn't see a need to merge them. Yet, Steve Jobs and his team saw the potential for something much greater.

To bring this concept to life, let's talk about the launch of Amazon's Echo in 2014, which is what the quote directly refers to. Amazon introduced an entirely new category with Alexa, the smart assistant. Imagine asking people before its launch if they'd want a black cylinder in their homes that could answer questions, play music, and control their lights. Most would probably have been skeptical or laughed off the idea. Yet here we are, and smart home devices have become ubiquitous.

Now, let’s think about applying this wisdom. If you’re an entrepreneur or even just someone with a wild idea, consider that true innovation often lies in anticipating needs people don't even know they have. It’s about looking beyond the current trends and imagining what could make lives easier or more enjoyable in ways they haven't thought of yet. So, trust your intuition and vision. Be willing to take risks even if the market research doesn't back you up.

Picture this: you're in a small coffee shop, chatting with a friend about a business idea you have. You've thought of creating an app that connects local cooks with people who are too busy to cook but crave homemade meals. Your friend looks puzzled and asks, "Do people really want that? Why not just use a food delivery service?" You might start doubting yourself. But, think about this—years ago, if someone had proposed the idea of strangers staying in each other's homes (which is the whole premise of Airbnb), most people would have been just as skeptical.

Now, imagine if the founders of Airbnb had relied solely on market research. The data might have shown that travelers preferred hotels or were uncomfortable with the idea of staying in someone else's home. Yet, they saw a potential that wasn't apparent in existing market trends. They trusted their vision and pushed through, creating an entirely new industry.

In our coffee shop scenario, you decide to go for it. You start small—connecting a few local cooks with neighbors. Soon, word spreads, and the app grows. Turns out, people love having access to fresh, homemade meals and supporting local cooks. Your idea, which initially seemed unnecessary, becomes a beloved service.

So, the next time you have an idea that you believe in, remember: people's inability to envision the future isn’t a barrier, but an opportunity. Your innovation might just be the thing they didn't know they needed. Trust your gut, take the leap, and watch what happens.