Most of us can’t compare to Steve Jobs. Or even Mark Zuckerberg. These guys—when it comes to envisioning products that break new ground and yet have enormous appeal to millions of people—are tapped into the human subconscious, able to extract and meet unspoken needs most of us didn’t even know we had. Or so it seems…. But what if the success of Apple and Facebook had less to do with visionary hocus pocus, and more to do with the challenging and less glamorous process of understanding what people really want?
I recently had an opportunity to expound on this topic for Fast Company (“Think You’re An Industry Leader? Not So Fast”). In doing so, I tried to shed a little light on what it really means to be a customer-focused organization. I also hoped to illustrate why being better than everyone else in the industry does not necessarily mean you are giving your customers what they need and want (and, in the end, isn’t that the one metric that matters?).
If you have a chance to read the article, leave a comment and let me know what you think.