Do you know why most small businesses can’t get off the ground?  Are you one of them?  The challenge is that most businesses don’t know who their customer is!  Even those who have done the standard customer avatar roadmap on a business model canvas, few delve into it as deep as they should given it’s importance to any business.  You don’t know what you don’t know and the customer is who you need to know!

Jeff Bezos at Amazon obsesses over his customers.  He wants to meet their needs and wants and desires.  Even beyond that he anticipates what they will need and want and desire and invents it for them.

Steve Jobs said he invents what his customers want next.

As  Henry Ford said,

“If I had asked people what they wanted, they would have said faster horses.”

Bezos says it is not the customer’s job to know what they want, it is his job.  He loves it!

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