Myth #3: We Know What Our Customers Need

We understand our customers and their market. We’ve taken our knowledge of their requirements and built the products they will need to move forward in the future. In fact, we know what our customers need better than they do.

With your existing expertise, you may already know quite a bit about what your customers need. Or at least what you think they need. But have you really taken the time to look at the situation from their perspective? Have you taken the time to understand their business and the issues and challenges they face, now and in the future? Have you asked what keeps them up at night, what they worry most about? Do you understand their competitive situation, from their unique perspective?

You may have even built a product line that incorporates many features that you think might be valuable to your customers. Based on your research, you may have built what you know is a great product. The real question: Is this the right product that meets my customers’ needs today? Have I really stopped and looked at the world through their eyes? Better yet, have I asked my customers for feedback on the bundle of features and functionality we’ve collected in a product? And, have I stopped to listen and integrate their feedback?

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