Earlier at the Summit we heard from Darrel Rhea, one of the authors of “Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences,” who challenged us to “create more value by adopting a process that deliberately places meaning at the center of innovation.” His premise is that customers will increasingly make purchasing decisions based upon the meanings that companies evoke.
These speakers stimulated my thinking but provided little that can be used to figure out who buys our products and what we need to do to get them to buy more. However, they did re-enforce the notion that customers are very complicated and that we need to be more thoughtful if we are to successfully sell to them. So what can we do?
First off, we need to acknowledge that the old models of who our customers are no longer works. Our customers are complicated and constantly changing. They are moving targets. If we are to be successful, we must constantly study them and refine our understanding of what they want.