A successful business starts with a product or service that’s well suited to the needs and requirements of the market. Steve Ballmer, CEO of Microsoft Corp. said: “Unless we’re in touch with our customers, our model of the world can diverge from reality. There’s no substitute for innovation, of course, but innovation is no substitute for being in touch, either.” Being all things to all people is the golden rule for failure—you won’t be competitive in any area. When you narrow your target, you can get to know your customers enough to serve them well. Ask your customers these questions:

• “Does my product or service fill a genuine, existing need that you have right now?” Be very clear about exactly what you expect your product or service to do to improve your customers’ quality of life or work.
• “Am I providing what you really want?” Just because you’re in love with your products and services doesn’t mean your customers will be.
• “How are your needs changing?” Keep an eye on market trends and see how your company might seize opportunities that arise from them.
• “What other complimentary items do you use on a regular basis?” Making those items readily available to them is a good way to increase customer loyalty.

Take a few minutes to jot down things you can do to better understand your customers, then schedule time over the next month to implement them. Over time you will gain good insights into your customers and your business will improve.

This article appeared in the Evans Area Chamber of Commerce March 2007 Newsletter.