That’s why it’s important to get things in front of others and see how they react.

A lot of times, people don't know what they want until you show it to them

You never really know something until you teach it to someone else.

Being aware of a problem is the first step to correcting it. It is nearly impossible to know how our actions are perceived by others. We can try to guess what they’re thinking, but asking directly is far more effective

Letting there be room for not knowing is the most important thing of all. When there's a big disappointment, we don't know if that's the end of the story. It may just be the beginning of a great adventure. Life is like that. We don't know anything. We call something bad; we call it good. But really we just don't know.

if they’re going to decide what we get to see and what we don’t get to see, then we need to make sure that they’re not just keyed to relevance but that they also show us things that are uncomfortable or challenging or important, other points of view.

Customers don't know what they want until we've shown them.

In our time no one has the conception of what is great. It is up to me to show them.

There are situations where the best solution still doesn't make everyone happy. The trick is understanding what's best.

Since nobody's perfect, we need resistance to test our ideas.

Good thing, bad thing, who knows

Some people cannot see a good thing when it is right here, right now. Others can sense a good thing coming when it is days, months, or miles away.

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.

Sincerely believe that you might not know the best possible path and recognize that your ability to deal well with “not knowing” is more important than whatever it is you do know. Most people make bad decisions because they are so certain that they’re right that they don’t allow themselves to see the better alternatives that exist. Radically open-minded people know that coming up with the right questions and asking other smart people what they think is as important as having all the answers. They understand that you can’t make a great decision without swimming for a while in a state of “not knowing.” That is because what exists within the area of “not knowing” is so much greater and more exciting than anything any one of us knows.