A Quote by Steve Blank
Only by moving away from the comforts of your conference room to truly engage with and listen to your customers can you learn in depth about their problems, produce features to solve those problems, and learn what drives customers to recommend, approve, and purchase products.
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I have connected by phone with customers who have left negative reviews and had a chance to get to know them. Not only was I able to solve their problems, a lot of the customers were so happy with the customer service that they become repeat customers.
Every employee at Workday thinks about how they are going to help customers be successful. It is a simple formula, but a lot of companies go out, and they don't listen to their customers; they don't try to solve hard problems, making it tougher for themselves to create a great business.
The fact that used cars is our largest category is a good example. We would not have sat in a conference room and said, "Hey, how about used cars?" So what can be learned that is extensible to other companies is to ask what are your customers doing with your products that maybe you didn't anticipate that they would do? How do you think of your customers as your research and development lab, as opposed to having an R&D lab at headquarters?
You learn a lot from your customers, and when your customers are also your owners, you learn even more.
Entrepreneurship is all about an idea that creates differentiated business value to one's customers. You must be able to convince your customers about the benefits that association with you or your products will give them. People are ready to pay if they are convinced about your services or products.
Often, very talented technical people find it extraordinarily difficult to take the viewpoint of customers, who are often ignorant about the technology and who may have strong and perhaps incorrect prejudices about it. The technical people may believe, deep down, that they know better what customers "should" need. Customers, of course, have a different perspective. They want products that will solve customer problems and provide other customer benefits, and will do so without undue risk or cost. Not infrequently, customers view advanced technology itself as a risk.
Even the best designers produce successful products only if their designs solve the right problems. A wonderful interface to the wrong features will fail.
When people come to you with problems or challenges, don't automatically solve them. As a mama bear, you want to take care of your cubs, so you tend to be protective and insulate them against all those things. But if you keep solving problems for your people, they don't learn how to actually solve problems for themselves, and it doesn't scale. Make sure that when people come in with challenges and problems, the first thing you're doing is actually putting it back to them and saying: "What do you think we should do about it? How do you think we should approach this?".
Most people will solve the problems they know how to solve. Roughly speaking they will solve B+ problems instead of A+ problems. A+ problems are high impact problems for your company but they're difficult problems.
Ask your loyal customers for positive comments about your products and your service. Then post these testimonials where other customers and prospects can enjoy them.
At the end of the day, customer choice is essential. And we don't make products that compete with Apple, nor make products that compete with Google. Our customers come in both iOS and Android flavors, and I hope our customers can still buy the products they want to purchase wherever they want to purchase them.
Marketing is your battle plan for the sales team - it's about defining the landscape. Marketing is doing cohort analysis and understanding exactly what possible customers are out there. It's understanding not only which customers will respond to what messages, but also how customers will become clients if you include certain product features.
Products are sold because they solve a problem or fill a need. Understanding problems and needs involves understanding customers and what makes them tick.
Not being in tune with your customers is like living in an alternate reality; the way you think your customers feel about your product is not always the same as what your customers really think about your product.
We see a lot of feature-driven product design in which the cost of features is not properly accounted. Features can have a negative value to customers because they make the products more difficult to understand and use. We are finding that people like products that just work. It turns out that designs that just work are much harder to produce that designs that assemble long lists of features.
When you share your misery, it will not diminish. When you fail to share your joy, it diminishes. Share your problems only with the Divine, not with anyone else, as that will only increase the problems. Share your joy with everyone. Listen to others; yet do not listen. If your mind gets stuck in their problems, not only are they miserable, but you also become miserable.
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