Lesson Two: Do Not Listen to Customers

….. cont’d from Lesson One: Why Social Media Experts are Idiots

Lesson Two: Customers cannot tell you what they need. According to Mr. Kawasaki, Apple does not use focus groups. As an entrepreneur, if you want to make a revolutionary change it is not effective to listen to customers. They will only describe their needs in terms of “better” and “cheaper.” They will not describe them in revolutionary terms. So does this mean, “As an entrepreneur, you need to tell your customers what they need”?

This is interesting. Compare the above Lesson from an Apple disciple with how Eric Ries and his book The Lean Startup posits the value of the customer. The Lean Startup movement or being “Lean” is a very popular topic in the Valley and the Start Up World which has developed somewhat of a cult following. The Lean approach of’ “build, measure, learn” quickly and efficiently  seems pretty customer-centric to me.

So what role does the customer play? Does it depend on the nature of the product/service? Would you prefer to Listen or Tell?

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2 thoughts on “Lesson Two: Do Not Listen to Customers

  1. Pingback: Lesson Three: The Biggest Challenges Beget the Best Work | My San Francisco

  2. Pingback: Lesson Four: Design Counts (not Price) | My San Francisco

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