Customers Really Don't Want Your Product!

"Customers really don't want your product, they want what it provides."

~ Jason Saetrum

Many, not all, companies and manufactures do not understand what they are selling. They are trying to sell a) tables and chairs, b) computers and software, or c) cars. But that's not what consumers are purchasing. Consumers are purchasing:

- a) a place to enjoy time with their family - eating dinner or playing games.

- b) reliable tools that allow them to make money, play games, or build memories with digital photos.

- c) status symbols, an adrenaline rush, and safety for those they love.

If you want to make money, be successful, solve concerns and issues, make things better - you need to start with understanding what makes people tick. What drives them - their motivations. It is said that there are two forms of motivation - internal (intrinsic) and external (extrinsic). You can also study Herzberg's and Maslow's hierarchy of needs as a starting point - BUT - don't let the conjecture get in your way of imagination and appreciation for society's needs and wants.

Honestly, keep a small journal at your side at all times. Spend time looking at people and ask yourself over and over the following types of questions:

- Why did they buy that car, those clothes, that jar of food, and etc.?

- What is in their way of having an easier life, what is making them make the extra effort?

- What would make them happy, or happier? If they had more money, what would they choose? (Not that money is the panacea, but because that is what corporate profits are made of).

- What are they, or what would they rather be, spending their time on?

- (I hate to bring this one up, but...) How can we help them be more lazy in getting what they want?

- There are more, but the key is to "listen" to people's words, tone of voice, actions, facial expressions, what worries them, and etc, etc.

~ Jason Saetrum