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Do Customers Know What They Want? At the core of every successful business is an understanding of what target customers regard as superior value and how to deliver it to them. But how do we determine what customers regard as superior value? Do customers know what they want?

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.