Once You’re Inside . . .
We all do it. We misfire on a key point that shoots us in the foot every time. It’s a major disconnect that I see almost everywhere.
We think we can be the business and still represent the customer. As a result, we end up only thinking that we’re delivering on what the customer wants or needs. The reality is
We can’t be the business and the customer at the same time.
A certain kind of thinking goes into building a product or service. Decisions are made about how the offer works and why it works as it does. When it comes time to judge the value of the finished offer, those who did the thinking can’t forget what they know about how it was made.
It’s impossible to participate in the thinking that builds something and then to respond as if you don’t know what that thinking is.
Unfortunately, businesses everywhere — from entrepreneurs to corporations — try to do exactly that. What happens then is that we offer our customers, clients, readers a flawed product or service assuming that they know why we made it as we did.
I reviewed an interactive site where, four clicks inside I was lost in “helpful” information. I was unable able to find navigational signs to get to the content that was past the “lessons” up front.
Their intentions had been excellent service, but the result had the opposite. The developers didn’t know about the barriers . . . because they knew why each “lesson” was there.
That’s how what you know can kill a business. It’s hard to not to know what you already know. It’s hard to see the disconnects from inside the system.
So if you’re one of the folks that I call to talk about what I’m working on . . . thank you so much! The questions you ask really help to keep me on track.
Have you bumped into products that offer you plenty of extra “stuff,” but not the one thing that you want?
–ME “Liz” Strauss
Work with Liz!!