Steve Jobs | “people don’t know what they want”

Exactly - I agree, that is still the prevalent thinking today. Going forward, we’ll see more companies adopt a customer-centric approach and develop products and services that people want and need. The rare companies like Apple who have a “Product Superiority” culture have (at least up until now) been leaders at identifying new trends well before customers realize a need or desire. Most companies, however, are followers and try to execute well operationally or by a deep understanding of the market and customer segments within. 

I think the role of the salesperson is going to get a lot easier when Content Strategists "align the corporate message with the market’s message" because this will create more pull and so there will be less need to push. In my opinion, the salespeople who have mastered the importance of relationships will flourish and those who bombard with feature messages will become less effective.