Kevin O'Leary says Steve Jobs was one of the brutal guys in business. O'Leary was selling educational software to Apple in the late 80s. The brand manager at Apple wanted a $12 million research budget to survey teachers on what updates they wanted. Jobs exploded on her: "They don't know what they want until I tell them what they want." O'Leary pushed back. Called him an asshole. Said she had a point and maybe they should listen to the market. Jobs turned to him: "Is Apple not your number one OEM? Are you not making more money with us at higher margins than any other channel you have? Shut up and go do the work." It sounds like arrogance. But Jobs was right about the outcome every single time. He was right about the Mac. Right about iPod. Right about iPhone. Right about every product people said nobody asked for. The lesson O'Leary took away: The truly great product people don't survey the market. They understand something about human desire that the market hasn't articulated yet. And they execute on that vision relentlessly. That's a moat no competitor has been able to replicate in 40 years of trying.