Do you really know what your customer wants?

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Do you really know what your customer wants?
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Harvard professor Clay Christensen was famous for the book, 'The Innovator's Dilemma,' and later in his career, he wrote a lesser-known, but equally compelling book, 'Competing Against Luck.'

was famous for the book, “The Innovator’s Dilemma,” and later in his career, he wrote a lesser-known, but equally compelling book, “Competing Against Luck.”

So this different customer shows up, I give him the pitch to convince him to do it my way, and he shows me the highway. I pull off the road, circle back and try to convince him of the error of his ways. Then he takes a sharp knife and punctures my tires. You would think I could learn. Now, this guy belonged to a new class of customers that I had never considered, and yes, I finally understood what “experience” he wanted to deliver. And this fellow has a mailing list longer than the San Diego trolley, so I was beginning to see some mutual benefits.Christensen wrote. The key is understanding what is your customer’s real sweet spot.

But, can we make money providing an experience? Christensen said you can sell a service at a premium price if “it gets this job done perfectly.” If you need a 3/32 Allen wrench when you are out on the water and the engine has stopped, you are not going to remember what you paid for the set.

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