7 Benefits of Knowing Why Customers Buy Your Offering “People don’t want to buy a ¼” drill; they want a ¼” hole!” – Theodore Levitt Ultimately, customers don’t care about your offering or mine; they just want to get something done.
The Customer Information That is Essential Marketers talk a lot about buyer and user “personas.” A persona is an example or archetype of a real person who buys or might buy specific offerings. Personas can significantly improve focus and decision-making because they provide marketing and new product development teams with a concrete focus. However, not …
Even the so-called experts and thought-leaders in innovation frequently talk about the importance of discovering customer’s “latent unarticulated needs, needs that customers cannot tell us.” This is a very common myth! It is false. The problem is not that customers cannot articulate their needs – they can.
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