You’ve probably heard of the phrase, “The customer is always right.”

Believe it or not, this is actually one of the biggest myths in business.

You see, most customers think this gives them license to make demands.

They think it gives them certain entitlements because hey, the customer is always right.

In reality this concept is actually about YOU not them.

What it means is that you need to provide the customer with what THEY want.

Not what you THINK they want.

For example, if your customers want hamburgers, don’t try and sell them hotdogs.

If you do that you’re not going to get anywhere.

This brings me to my second point.

One of the greatest marketing lessons I ever learnt was this:

Demand is channeled NOT created.

What this basically means is that you cannot create a desire for a certain product.

You can only capture pre-existing desires.

If you’ve discovered the market wants hamburgers, do you open up a hotdog stand?

No, you give them hamburgers.

Bottom line:

Give people what they really want.

Instead of what you THINK they want.

Once you’ve figured this out create products that fulfill these pre-existing desires.

Do that and half the battle is won.

Until next time.

Alastair Walton