People Don’t Know What They Want Until You Show It to Them
It’s one of the most debated statements in business. Famously attributed to Steve Jobs, the quote “People don’t know what they want until you show it to them” has been praised as visionary and criticised as arrogant.
But look deeper, and you’ll find it’s not about ignoring your customers, it’s about leading them.
Great marketing isn’t just about giving people what they ask for. It’s about understanding them so deeply that you can give them what they didn’t even realise they needed. This is where innovation meets storytelling. And it’s how brands build loyalty, desire, and market leadership.
Understanding the Quote (Beyond the Ego)
Let’s be clear: the quote doesn’t mean customers are clueless. It means they think in terms of what exists, not what’s possible.
When asked what they want, people often respond with familiar solutions:
“A faster phone,” not “a touchscreen device with no buttons.”
“A more reliable taxi,” not “an app that replaces car ownership.”
“A better holiday,” not “an AI-curated experience with seamless planning.”
People describe problems. It’s your job to show them the solution.
Why It Matters in Marketing
Marketing isn’t just about meeting demand. It’s about creating it.
If you only market products people are already searching for, you’re already behind. Forward-thinking brands understand how to:
Read between the lines of customer feedback
Spot unspoken frustrations
Anticipate shifts in lifestyle, emotion, or identity
Use storytelling to bridge the gap between what people say they want and what they actually need
This is how marketing shifts from reactive to visionary.
Real-World Examples of “Show It to Them” in Action
Apple
People weren’t asking for iPads or AirPods, but once shown, they redefined what users expected from mobile devices and wireless audio.
Airbnb
Travelers didn’t say, “I want to stay in a stranger’s flat.” They said, “Hotels feel impersonal and expensive.” Airbnb addressed a deeper emotional need: feeling like a local.
Tesla
Consumers didn’t demand electric sports cars. But they were frustrated with fuel costs, performance trade-offs, and a boring driving experience. Tesla designed desire around sustainability.
These brands succeeded because they didn’t just listen to what people asked for - they understood what people felt.
How to Apply It to Your Marketing Strategy
1. Observe Behaviour, Not Just Feedback
Surveys will tell you what people think they want. But data, pain points, and behaviour patterns often reveal more honest truths. Track friction. Look for hesitation. Watch what people skip, not just what they click.
2. Speak to Emotion, Not Function
Desires are often emotional before they’re logical. People want confidence, belonging, ease, or surprise. Use storytelling to position your product as the bridge between their current problem and a better version of their life.
3. Build a Vision, Not a Feature List
Don’t market specs. Market possibilities. Instead of “our product is 20% lighter,” say “you’ll forget it’s even in your pocket.” Show how your solution reshapes what’s possible.
4. Prototype and Educate
Sometimes your audience doesn’t understand what you’re offering — because it’s unfamiliar. Use content, demos, or trials to show them. Once they experience it, they’ll wonder how they lived without it.
5. Trust Your Instincts (with Data Backup)
If you see an opportunity your audience hasn’t recognised yet, you may be ahead of the curve. That’s a risk worth testing. Data can validate, but insight leads.
Lead, Don’t Just Follow
Marketing is not a customer service desk. It’s a lighthouse. The most successful brands don’t just give people what they ask for, they help people see themselves differently, live better, and feel stronger. They show people what’s possible. So yes, people don’t always know what they want. But when you show them something they truly connect with, they never go back.
