Reading Between the Lines: How Deeper Customer Insight Drives Business Growth

Setting Your Business Goals Beyond Making Money

As a business, of course you want to make money—it's a given. But, what's the deeper purpose? Most likely, you want to leave a positive mark on your customers' lives. It could be through the product you sell or the service you provide. The main goal is to deliver a great experience that makes your customers glad they chose you over others.

Finding Your Customers

However, before you even start making a difference, there's one critical step—reaching your customers. If you're a new business, attracting customers is no walk in the park. There's no line of eager customers waiting to try your offerings. Even for well-established businesses, this struggle is real.

Understanding Your Potential Customers

The secret to winning more customers is understanding them better.

Imagine a customer looking for something you offer. What do they aim to improve or solve? What sets them off searching in the first place?

While these questions seem simple, they help you avoid the mistake of just looking at the surface.

The Danger of Simple Thinking: An Example

To explain, let's use a restaurant as an example. If you think too simply, you might assume that the customer's only need is to fill their stomach.

On the surface, that seems right. But a deeper look shows that a restaurant serves more than just food. It's a place where people celebrate special events, have dates, or even take a break from cooking at home.

So, if a restaurant owner only focuses on hunger as the customer's main reason, they'll face tough competition from everyone else who serves food.

A smarter approach would be to identify the deeper needs and questions their ideal customers have, and create a plan to address those.

Take a lesson from McDonald's strategy—they understood their customers' desire for convenience and speed, adopting the drive-thru.

So, start understanding your customers beyond the basics, answer their real concerns, and, most importantly, let your offerings be known to them.

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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