The customer is an abstraction

  • The phrase “The Customer Is Always Right” is such an overused phrase that we don’t think very much about it. And yet as individual consumers, we don’t really feel very powerful, do we? We’re assaulted with psychological tricks in advertising, complicated pricing, etc. How are we “always right”?
  • The answer is that the ‘Customer’ is an abstraction. More specifically, the ‘Customer’ is a pattern of human behavior. I want to make the case that that’s the most elegant, simple way of thinking about it. The job of marketing is to identify this behavior, and to model it as accurately as possible. The job of innovation and product is to develop stimuli that changes people’s behavior towards something simpler. (Ev Williams: The way to build a billion dollar business is to find a human need and remove steps)

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