Knowing simply isn't the same as feeling, as having at least some instinctive empathy with your customers. Or, as one reader put it: "Techs in general think they know stuff." The reader felt this was a dangerous posture, as real human beings aren't so sure that the stuff techs (think they) know can be translated into helpful, understandable communication and action. "But look, I've got no idea how to use this thing and it's annoying me," said real human beings, as they bought iPhones. "But look, this one can do more things," said the tech insiders. That's why so many inside Techworld Central could never understand that the phones with the most "features" weren't the phones that sold best.
Don't bother listening to anyone who isn't inside the Tech Tent.
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