TRUTH 26

The customer isn’t always right—but listen to them anyway

It is difficult being the customer sometimes, because companies are vying for their business, brands want their attention and everyone wants to know what the customer wants. The problem is that a customer only knows what they think they want. They cannot always tell you about what they need. Almost unlimited choice and various competing messages can make it difficult for customers to know what they want—or need—in a hectic world. This knowledge gap can be a big problem if your job is to provide them with creative solutions. How can you provide an innovative solution, if you cannot first determine what is needed?

Choice and messages

Choice. Having so much of it means that ...

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