One of my favorite bits occurs when Landgraf discusses the uselessness of focus groups:
People don't always know what they want. That's the problem with research and the problem with focus groups. I mean, what group of people could tell you "What we really want is Avatar," or "what we really want is South Park" or "What we really want is The Simpsons"? Those things didn't exist in anything like that form before they existed, and people love them. So, creative people's jobs is to imagine the existence of things that don't exist, and people can't always tell you what they want and they're often confused by really innovative work. Until they're not.