How to Make Your Products and Services Stand Out – Part 1.
ByThe company with the deepest understanding, the deepest awareness of the very real motivations, fears, passions, and aspirations of their customers, will develop the innovative and profitable products and services.
There is almost always a gap, often a tremendous gap, between what we believe to be the reasons our customers buy from us and the real reasons they buy from us. And studies show that we are very likely to believe that our business is different and the last sentence doesn’t apply to us. (Wiggle out of that one. 
Far too many companies are afraid – yes downright scared – to ask the customers what they really, honestly think and feel. They are afraid of what the customers may say. They choose short term comfort and long term mediocrity over short term pain and long term excellence. So they do market research.
You don’t need to do market research. You do need to acquire market understanding. Deep understanding. And much of what passes for market research will not help you understand because…
Market research is an activity, an input. Market understanding it an output, a result.
Most market research fails to give market understanding because the objectives of the research are poorly articulated and there’s too much focus on the methodology, the activity.
Always begin by asking “What do we most want to understand? Why?” and “How will we use the information once we collect it? Why?”
Most quantitative surveys are poorly structured; even downright reckless. They generate answers that should not be used for decision making. Did you read about my experience taking a survey about cottage cheese?
The best market understanding is achieved when (1) you really, really care about the customer and (2) you are not afraid of what they may tell you because you’re willing to suffer some pain today so you can be excellent – and really stand out – tomorrow.
Look out Next Week for Part 2
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2 Comments
May 20th, 2009 at 4:42 pm
B’SD
Do you consider case studies of loyal and potential customers worth doing? Why or why not?
May 21st, 2009 at 10:21 am
Hi Yocheved,
I think you are asking if doing case studies is a worthwhile marketing tactic. If so, here’s my take:
Yes, if you do them right. Case studies are marketing tactics. Tactics are like a party balloon: If you fill them with helium, they will soar. If you just blow them up, that’s only so much “hot air” and they’ll fall to the floor.
What is “right” when it comes to case studies. A few thoughts:
1. It should have a clear message that resonates with your audience. Everything should build up and support the key message. The title, or headline, will be critical in helping people decide to read it – or not.
2. My bias is that you should include some lessons that people can act on themselves if they so choose, even while it is made clear that your help will get them there better, cheaper, faster.
3. Make it about the reader. It shouldn’t be about how great you are, but about them; what’s possible for them and how the reader’s life will be richer as a result of following your guidance.
In general, way too much marketing is about the company behind it, and too little is about the customer.
If I misunderstood your question, please clarify.
Dov Gordon