excerpted from http://www.fakesteve.net/2010/06/there-is-no-spoon.html:
... So some guy says his iPhone 4 is having reception issues. I say there is no reception issue. Now it’s his reality against my reality. Which one of us is living in the real reality?
There’s a two-part answer: 1, there is no real reality, and 2, it doesn’t matter.
The only thing that matters is which reality our customers will choose to adopt as their own.
Of course most people would rather live in a reality where everything works and there are no problems. And now, thanks to me, that reality exists. Because I’ve created that reality for them.
Probably the biggest thing I’ve taught the team at Apple is that people never know what they’re supposed to think about anything. This is true in Hollywood, in the book business, in the art world, in politics. And especially in technology. ...