I like to take CEOs into consumers' homes to see the "real world." CEOs have privileged lives with big incomes, lots of help, access to just about anything they wish. The average consumer lives on $53,000 a year and has daily tradeoffs and compromises that must be made. I took a CEO into a trailer park so he could observe first-hand - and understand - how consumers use his product.
Michael J. SilversteinCompletely understand the customer by seeking an intense, complete and empathetic understanding.
Michael J. SilversteinA curious mind does not say to consumers "What do you want?" A curious mind understands context, understands behavior, understands spending and spending patterns - the accumulation of a day's purchases, or spending over a week or a year. A curious mind asks the questions that open up the consumer to talk about her latent dissatisfactions, hopes, wishes, and dreams.
Michael J. SilversteinThe Golden Rule works. It really does. Treat people the way you want to be treated. Kindness begets kindness.
Michael J. Silverstein