This statement seems like a real challenge. We have all been told to pay attention to the customer and find out what they desire. But according to these remarks....often the customer has trouble imagining or identifying to you what the BIG desire would be. As stated, your role in the firm is to keep close to the customer.....watch their behavior.....implement various tests in order to find out empirically what they want. Not easy, but it can be done.
You can't ask customers want they
want
... not if
your goal is to find a breakthrough. Because your customers have trouble
imagining a breakthrough.
You ought to know what their
problems are, what they believe, what stories they tell themselves. But it
rarely pays to ask your customers to do your design work for you.
So, if you can't ask, you can
assert. You can look for clues, you can treat different people differently, and
you can make a leap. You can say, "assuming you're the kind of person I
made this for, here's what I made."
The risk here is that many times,
you'll be wrong.
But if you're not okay with that,
you're never going to create a breakthrough
Seth Godin blog Jun 2016
Hope you find this valuable......Steve Brody
Posts
