You won’t find this in a survey.

Great marketers spend tremendous energy studying their customers and developing an intuition for what customers need and aren’t getting elsewhere. And I don’t mean stats and percentages from surveys or polls. Anyone can do that.

If you ask any great marketer or entrepreneur about their best customer solutions, you’ll realize they didn’t rely on survey stats to drive their decisions. Instead, they have a LIBRARY’s worth of anecdotes about detailed situations and challenges specific people ran into. They talk about all the different solutions that were tested and didn’t work. They know exactly what kind of problems band-aid fixes caused their customers. And they understand why no one raised their hand to create the solutions that were ACTUALLY needed all along.

They live with the product or service.

I’m not against trying proven strategies or trusted tools and tactics. But you, the face of the product, MUST UNDERSTAND THE CUSTOMER, have a vision, and love the proposed solution.

Then those stats, tools, and proven strategies can guide your innovation, help you fill in gaps, and take advantage of missed opportunities.

Innovation starts with disasters, bottlenecks, curiosity, tinkering, gutsy approaches, and good intuition.

You won’t find that in a survey.

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