| Ingredient 2. | Understand Customer Needs |
“People’s behavior makes sense if you think about it in terms of their goals, needs, and motives.” —Thomas Mann, writer, critic, and Nobel Prize laureate
The Problem
Customers leave when there’s nothing special to keep them loyal to a brand’s product or service.
The Solution
Target a customer’s deepest desires and solve problems that really annoy them.
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Get real. Gain firsthand experience of what customers actually do and feel. Martin Belam, from The Guardian newspaper, conducted guerrilla usability testing in public places to better understand customer needs in a natural environment. ...
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