I Saved Hours of Work by Asking Readers This Question

“Do you want this?”

Subject: Is This Something You’d Want?

A person looking out to the clouds.
A person looking out to the clouds.
Photo by Joshua Earle on Unsplash

Their Response

A Second Time

“Some people say, ‘Give the customers what they want.’ But that’s not my approach. Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, ‘If I’d asked customers what they wanted, they would have told me, “A faster horse!”’ People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.”*

Many options of orange paint.
Many options of orange paint.
Photo by Clay Banks on Unsplash

Moving Forward with Audience Insight

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