Knowing your customers’ stories

I recently watched the short video above from Jack Dorsey, the co-founder of Twitter and Square. It reminded me of a powerful point.

Your customers always think about benefit from their perspective.

On the other hand, I tend to think about the benefits of my products or service from my perspective.

This is one reason entrepreneurs are sometimes disappointed that their new product doesn’t take off like they would have hoped. They have failed to fully and deeply understand how the product fits into the life of the end user.

So how do you get that perspective? You need to spend a lot of time talking with your customers. You need to understand their hopes and fears. What causes them pleasure? What causes them pain? After you go deep, you can begin to constructive a customer narrative and write the story from their perspective.

Where and how does your product fit in? What problem does it solve?

This approach leads you to the true benefit of your product – solving a need that the customer really has. Take the time to explore the lives of your customers. They will show their appreciation by buying what you are selling.