decision making
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You Don’t Know Your Customer
Read more: You Don’t Know Your CustomerMost customer research captures what people intend to do. Most purchase decisions are made by someone in a completely different state of mind. Preference is just one layer. To get closer to the real decision, the one made under pressure, in a hurry, with incomplete information, you need to peel…
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The Product Decision Nobody Wants to Make
Read more: The Product Decision Nobody Wants to MakeThe email arrives on a Tuesday morning. A competitor has just announced a new feature. Someone forwards it to the group chat. Within the hour, someone asks: “are we building this?” And just like that, someone else’s product decision becomes yours.
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Good Enough to Move
Read more: Good Enough to MoveSome of the information you’re looking for doesn’t exist yet. Customers can describe their current frustrations accurately. They struggle to evaluate something they’ve never seen. The last stretch of market understanding is always on the other side of shipping something.
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The Plan Is Not the Strategy
Read more: The Plan Is Not the StrategyA marketing plan and a marketing strategy are not the same thing. One is a calendar. The other is a choice. Most businesses only ever build one of them and spend the rest of the year wondering why all that activity isn’t moving the needle.
