Listening to your customers isn’t figuring out what they want — it’s figuring out their needs.
We don’t always know what’s missing. Sometimes thirst feels like hunger. Sometimes a headache means stress. Sometimes we’re so deep within ourselves that we can’t read ourselves.
The art of business is anticipating needs. It’s going above and beyond. It’s being so attuned to your customers’ needs that you figure out their solution before they’ve identified the problem.
Naming the invisible problem is the first step to creating the visible solution.