If a customer pays you to do

We all would like to think we know exactly what the customer wants. We believe we know what customers want based on long-experience in the field and the fact that we are customers ourselves. But the fact is we just don’t know for sure. That’s why we have to ask customers want they want …and give it to them.

To quote Steve Jobs: “It can be really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” This is certainly true in some instances, as it can be rewarding for brands to give their customers things they didn’t know they needed before they even ask. But research says customers DO know what they want in many situations.

Specialization is good. Focus is good. Finding a niche is good. But generating revenue is great.

Anything a customer will pay you a reasonable price to do —as long as it isn’t unethical, immoral, or illegal— is something you should do. Your customers want you to deliver outside your normal territory? If they’ll pay you for it, fine. They want you to add services you don’t normally include? If they’ll pay you for it, fine. The customer wants you to perform some relatively manual labor and you’re a high-tech shop? Shut up, roll ’em up, do the work, and get paid.

Only do what you want to do and you might build an okay business. Be willing to do what customers want you to do and you can build a successful business.

Be willing to do even more and you can build a remarkable business.

Summing-up: Be sure to utilize your customers to their fullest potential in your business. As long as you’re paid well, it’s all good.

2 Comments

  1. Alcides

    GRT BLOG JGH, congratulations!

    [an observation: when I click “10 studies` it go to 404]

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