6. Become an Information-Gathering Skeptic

Challenge your assumptions

Suppose a customer submits a request to you for an XYZ. “Terrific,” you say, “I’ll produce one for you.” You produce a spectacular XYZ, implement it, and parade it before your customer, proud of the splendid job you did. Your customer takes one look at it and says, “That’s not what I wanted.” You’re puzzled, because you know you did what he asked. Did you meet your customer’s expectations? Apparently not.

As discussed in the previous chapter, focal points can help you develop an understanding of customers’ needs. Although focal points provide an excellent place to start, you need to do some information gathering to refine your understanding. That means becoming not just an ...

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