Henry Ford was famously quoted as saying, “if I asked people what they wanted, they would’ve said a faster horse.” Or, as Pontiac discovered some 70 years later, they would’ve asked for the Aztec. The car fell famously flat, selling about 3,000 units short of its required breakeven number and failed to meet projected demand by 30,000 cars. Yet all consumer testing and focus groups were off-the-charts-positive. The product was designed using sophisticated computer data modeling, tweaked to satisfy each and every potential SUV owner in the market. Unfortunately, trying to please everyone usually has the opposite result. While numbers don’t lie, people sometimes do, often unconsciously. Good marketers must be able to interpret the data, but also to take a step back, ignore their egos and other biases, and think about whether this new product or campaign actually makes sense- for the company and for the consumer. It takes courage to ask the right question, and if the answer is no, even more to speak up.