Seth Godin on who your customer is
While the point he makes is absolutely correct, the example about apple felt a little incomplete. “Apple had just one customer. He passed away last year.” Steve Jobs was the customer they targeted to please till last year, may be they are or they will please an imaginary Steve moving forward and this worked very well for Apple because Steve was the toughest of Apple’s customers to please and he was the leader of the Apple cult, which had and has complete faith in his choices. It is important you decide who you want to keep as Steve for your product.