Small-business question
How do I know what my customers really need?
By Rick Hesse ·
Short answer
The short answer
Ask what customers are trying to accomplish, listen to the words they use, and notice where they hesitate. Then check your understanding with them. One conversation is a clue; repeated patterns are more useful evidence.
Where this fits in a real small business
Owners know their work deeply, but customers see the experience from the outside. Employees also hear concerns that never reach the owner. Bringing those perspectives together helps solve the right problem.
One useful next step
Ask your team which customer question keeps coming back. Compare their answer with your website, then talk with a customer before changing the experience.
The lesson behind this question
I Learned Business by Watching People
Different questions lead to the same deeper teaching: listen to the people who use, buy, and deliver the work before deciding what to build or sell.
Read the full lesson