CHAPTER5
WHO’S THE CUSTOMER?
Spend a lot of time talking to customers face-to-face. You’d be amazed how many companies don’t listen to their customers.
—ROSS PEROT
Consumers are moved into a state of need based on some kind of trigger event. You know this: if you feel cold, you’ll want something to help you feel warm, or if you’re lost, you need directions to your destination. You’ll select what solves that problem based on immediacy, choices, beliefs, and, often, cost. In the world of business, customer needs are more nuanced because it’s not always apparent who the actual customer is in a company. Not only that, but customer needs seem to change with the wind. Product managers ultimately must target the most attractive customer and provide ...
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