evidence: The question arises because of the provocative statements of two of America’s greatest all time business leaders and game changers, Henry Ford and Steve Jobs. Ford is reputed to have said: "If I had asked people what they wanted, they would have said faster horses." Interestingly, there is no evidence that he ever mouthed or wrote those words, but it has been repeated so many times that people generally believe that he must have. (Parenthetically, it is like Peter Drucker’s "culture eats strategy for lunch." Despite extensive forensic work by Drucker archivists, there is not a shred of evidence he ever said or wrote that phrase, but because people think the great business philosopher did, they assume culture must indeed eat strategy for lunch.) And Jobs really said both "It sounds logical to ask customers what they want and then give it to them. But they rarely wind up getting what they really want that way" and "It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them."