A business that wants to stay alive and be successful within its sphere needs constant market research and intelligence gathering. Beyond these, the owner(s) and personnel should realize that getting what customers want does not necessarily translate into success on the long run. This is because their (customers) wants are unlimited, and it cannot be met once but on continual basis. That is why it is imperative to innovate new products or services, to catch the market unaware. Steve Jobs, founder and CEO Apple Inc, says “You can’t ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.”