At the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people.
One thing most people don't know is that Steve Jobs is an exceptional designer.
We shouldn't be afraid to fail- if we are not failing we are not pushing.
We don't do focus groups - that is the job of the designer.
There are a thousand no's for every yes.
As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.