It is not sufficient to “listen to your customers.” Companies must seek to understand their customer. Consider the fabled quote from Henry Ford, “If I had asked what my customers wanted, they would have said faster horses.” Customers are unlikely to know what the next twist in technology, creativity or process improvement could give them. Therefore, they are not going to be able to tell you what next improvement they want. But had Ford listened to his customers on the way to understanding them, he may have heard complains about dealing with a living creature for transportation. Perhaps he would have heard how riding a horse left the rider exposed to the weather. He may have also heard about the painful cost of feed and care for the horse even when no transportation is required. These inputs would lead a clever marketer to create transportation that is mechanical and offers some protection from the elements.
Don’t listen to your customer except on the way to understanding your customer. That understanding will lead your company to providing what your customers really want.
Whether in personal life or in business, frequently we know that we are taking th easier path that doesn’t lead us towards our goals. We will eventually regret taking that easier path.
In business, we may take the easier but in the long run less satisfying path because of internal politics, competition for internal resources/funding or because of disagreements between management. I am sure there are plenty more reasons.
When you recognize these moments act today! Always move yourself and your business toward your goals.
To blog or not to blog: That is the question..
a post by a marketing student about a post about blogging. Not normally a path I would ask others to follow but I saw some value this time. The original post is a list of 21 reasons to blog, many of which are relevant for companies. Instead of linking directly to that post I saw some value in seeing how the marketing student thought through the question. If your business is not actively blogging I suggest you go through a similar thought process. It may change your mind.
Organize to Accelerate Revenue and Sustain Growth | GrowthCloud – Revenue Planning & Execution Software..
While the cartoon along may be worth the read, great questions are also asked. I don’t believe that the typical organizational structure is necessarily a growth killer, nor do I believe that alternative “growth” oriented structures necessarily deliver growth. BUT, I do encourage companies to seek out alternative ideas. Many of them will apply to your organization and help enhance your organization.