We put ourselves in our customers’ shoes so we can understand their wants and needs. We go to the stores and talk to them. We listen to what our customers say and watch what they do. Then, we take all the information we’ve learned and study it. If we understand how customers feel, we can craft experiences that delight them.
Then we start throwing ideas around. Some of them are awesome, others surprisingly bad. But that’s OK. We’re open to all ideas, whether they’re obvious or impossible. We talk about everything, then together, we craft something great.
Remember that great idea we just mentioned? We’re ready to test it with real customers. Yes, already. If it doesn’t work out, we try something else. We'll experiment, figure out what works and what doesn’t. We’re always listening and learning, and we will fight for every customer until they’re happy.
If advertisers spent the same amount of money on improving their products as they do on advertising then they wouldn't have to advertise them.- Paul Rogers