Business · FORTUNE
Fortune #01
Good fortune
Customers may need something different from what the shop is eager to sell. Ask about their actual problem before placing a large order.
QUOTE CARD
A quote for you
“คุณต้องเริ่มต้นจากประสบการณ์ของลูกค้า แล้วค่อยย้อนกลับไปที่เทคโนโลยี”
— สตีฟ จ็อบส์
ผู้ร่วมก่อตั้ง Apple และผู้นำด้านการออกแบบผลิตภัณฑ์เทคโนโลยี
- Person
- Steve Jobs
- Source work
- May 1997, World Wide Developers Conference (online video) 52:15/52:22
- Source text
- You‘ve got to start with the customer experience and work backwards to the technology.
STORY & REFLECTION
Questions before ordering stock
Guidance-based illustration · Questions before ordering stock
Illustrative scene: A bakery owner plans to add an elaborate cake she loves. At the counter, customers keep asking for single portions, and she has only been saying no.
She asks when they would eat it and what makes buying hard. They mention price and leftovers, so she tests two small slices for a week before ordering more boxes and ingredients.
The SBA recommends using customer behavior and market trends to test a business idea, alongside competitor research. Evidence from actual customers can guide the next question.
A useful question turns the owner's preference into a testable idea.
Reflection
Customer evidence beats solo guessing.
A small action today
Ask three customers open-ended questions.
A question to reflect on
What problem did your last three customers share?