The more we want our customers to be a certain way, the less our offerings are something they authentically want.
The more we want our customers to be a certain way, the less our offerings are something they authentically want.
If we asked people directly what they want, it forces them to speculate—and consider something that may or may not be true. Our minds have a tendency to “invent” things to fill in the gap. In other words, what people say they want, what they think they want, and what they really want (and thus will most likely buy or consume) are different things a
... See moreRyan Levesque • Ask
It’s not enough to know what your customers want; you need to understand what’s stopping them from getting it. Dive deep into their struggles—both rational and irrational—to find juicy insights.