Designers try hard to determine people’s real needs and to fulfill them, whereas marketing is concerned with determining what people will actually buy. What people need and what they buy are two different things, but both are important. It doesn’t matter how great the product is if nobody buys it. Similarly, if a company’s products are not profitable, the company might very well go out of business. In dysfunctional companies, each division of the company is skeptical of the value added to the product by the other divisions.
