Never Assume You Know What Your Customers Want
Never assume what the customer wants - ask them and ask them often.
One of the core lessons from The Lean Startup circles around the customer feedback loop. The concept addresses the issue of startup companies investing too much time, money and resources in a project to find out on Launch Day that nobody wants the product. Instead, Eric Ries argues to work iteratively, step-by-step. Build the best product you can in the quickest and cheapest way possible.
It doesn't have to look pretty - it only has to deliver the core feature.
Whenever, creative businesses are in the build phase, it's important that they get customer feedback along the way. If they are considering a new service, for example, a photographer looking to offer videography services, then before launching they need to have as many (good) conversations with potential clients as they can.
Never assume what the customer wants - ask them and ask them often. We are in service to them.
The Key is Humility
Listening to a client and having a genuine desire to understand their problem is the only lesson you need to takeaway from this. When we start thinking about solutions to their problems, we have shut off our brains and we have stopped listening to the client. Solutions at this early point do not matter. There is mountains of dirt to uncover with our clients, and we must have patience to remain silent and open to their problems.
- Jordan P. Anderson
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