I thought the mantra of presentations and UI design was Know your Audience. It would dopey to design for designers rather than trying things out with the pe

I thought the mantra of presentations and UI design was Know your Audience. It would dopey to design for designers rather than trying things out with the people who are going to use the thing. The problem is: your audience does not know itself. Your audience in general will only know what it wants. Knowing your audience means knowing that,knowing how it is different from what it needs, and knowing what it really needs. At the famous Ford quote goes: “If I’d asked my customers what they wanted, they’d have said a faster horse”. Jobs and Ive do know those differences so asking questions "what would they say" is not "designing for designers" it is speculating the opinion of those who know the difference.