"The companies who say 'We did not understand our consumers' were bound to fail from the start. This is because if you are not your own consumer, you cannot cre

"The companies who say 'We did not understand our consumers' were bound to fail from the start. This is because if you are not your own consumer, you cannot create a successful product. You won't have the focus, energy or drive." This is so important. I wouldn't say it's absolutely necessary to -be- your own consumer, but you better be 1 degree away, max, and that person better not have any reason to hold back when commenting.