If what you offer doesn\u2019t make life better for your customers, then you\u2019re useless.<\/p>\n\n\n\n
And that\u2019s the best-case scenario.<\/p>\n\n\n\n
More likely, you\u2019re downright harmful.<\/p>\n\n\n\n
Harmful to your customer, because you make them waste money. But we might not care about that\u2014it\u2019s their problem, right?<\/p>\n\n\n\n
Let\u2019s take a broader perspective. Your harm extends beyond those directly involved.<\/p>\n\n\n\n
You consume resources that could be used for more meaningful purposes.<\/p>\n\n\n\n
You generate waste, and we certainly don\u2019t need any more of that.<\/p>\n\n\n\n
You discredit the category you represent.<\/p>\n\n\n\n
Humans, by nature, like to simplify. At our core, we operate in ways that lean toward simplicity\u2014science tells us this. And yes, that applies to you too. Deal with it.<\/p>\n\n\n\n
We\u2019ll delve into concepts like fast and slow thinking, brain functioning, and Kahneman\u2019s System 1 and System 2 another time\u2014he won the Nobel Prize for this in 2002.<\/p>\n\n\n\n
For now, understand this: we like to simplify, which means we tend to categorize and generalize as much as possible.<\/p>\n\n\n\n
In other words, it\u2019s convenient (and often useful) to assume that anyone in a certain category is like others we\u2019ve encountered from that category.<\/p>\n\n\n\n
The only conclusion you can safely draw from knowing that something belongs to a category is that it belongs to that category\u2014nothing more.<\/p>\n\n\n\n
So, if I deal with someone who sells me a boat along with a freshwater desalination unit, a nautical chart for arid zones, and antifouling paint for winter storage, the moment I realize I\u2019ve been tricked, my first thought will be: boat sellers are dishonest.<\/p>\n\n\n\n
Even if that person is trusting and chalks it up to bad luck, they\u2019re not coming back to you. They\u2019ll find another supplier.<\/p>\n\n\n\n
So, before proposing a product or service, ask yourself: how does this improve my customer\u2019s life?<\/p>\n\n\n\n
If you don\u2019t have a valid answer\u2014and don\u2019t want to find one\u2014I really don\u2019t know how to help you.<\/p>\n\n\n\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
If what you offer doesn\u2019t make life better for your customers, then you\u2019re useless. And that\u2019s the best-case scenario. More likely, you\u2019re downright harmful. Harmful to your customer, because you […]<\/p>\n","protected":false},"author":1,"featured_media":1135,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[206,214,207,172,208,213,212,210,209,211],"class_list":["post-1137","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-clienti-en","tag-customers","tag-fiducia-en","tag-marketing-en","tag-sostenibilita-en","tag-strategy","tag-sustainability","tag-trust","tag-valore-en","tag-value"],"yoast_head":"\n