Life would be so much simpler if we always followed the beaten track. But would we create exceptional things, revolutionary inventions, or works of art worth huge sums of money? We know very well that they would not. The same is true for exceptional products. It is not always the so-called market indicators and consumer research that indicate that something can be a business success - they usually say the opposite. However, the example of Steve Jobs, and many other companies, proofs, that going your way is worthy, even if overwhelming data shows opposite customer needs.