Or, family and friends for that matter!
At the broadest level most companies are designed to address (and sometimes create) a need or reduce some kind of pain experienced by the customer. But, many are not curious about what is beneath their customer’s expressed need or pain. If you want a customer for life it pays to understand the “why” underlying their engagement with your company. For example, in offering consulting services to business leaders you are obligated to help them see how they might be contributing to the frustrations that led them to seek your help. Unless your vision for change includes the mental model of the leader you may be offering less than your best and accepting payment for failing to surface, test and improve the underlying structures inherent in their request for your help.
William D. Anton, Ph.D.