What makes you sustainably successful in business isn't that you (just) sell well. If you sell a lot of products, you've just won one thing: More money. Admittedly, that's not unimportant, but that doesn't mean you have a business which is sustainably successful.
The fact is: To be and remain successful in the long run, you have to build up a customer base. You know that already just as well as I do. But what's more decisive: You have to turn your customers into loyal and enthusiastic fans.
And there's only one way to do it:
Create value for your customers in a way that no other company does. Then you'll have enthusiastic customers, maybe even fans.
Because enthusiastic customers are the best marketing in the world, especially as nobody pays attention to advertising nowadays. And even if your customer remembers the spot or ad, it doesn't mean that your customer will actually buy the product.
But what sells products today?
Well, if your customers are saying, "This is the best product around".
To achieve this though, it takes more than just a fabulous product.
The time for product and feature focus is over. To make your business successful, you need to fall in love with your customer, not with your product or service.
Products need to make your customers feel seen and appreciated in their needs. Pick your customers up at a point where they currently are and orientate yourself on what your customer really needs, and how he wants to experience the product. The decisive factor for success is not what is sensible and logical, but how your product intuitively and logically fits into your customers' experience.
Easier said than done? That's right. Taking on this new perspective requires leaving established paths and that's always exhausting. Nevertheless, there's good news:
Customer focus is a science and something that you can learn. It has clear rules and when followed correctly, you can reliably achieve your goal.
Customer focus isn't an attitude or a conviction that expresses how you want to deal with your customers. It's a classical skill that needs to be rediscovered and learned. We've developed a goal-oriented process whereby for every customer challenge we can stringently migrate from problem to solution. You can find more information here: