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Monday, February 09, 2009

What Gift Would You Buy?

As I was searching for information on the book Wired to Care by Dev Patnaik, I came across this link to an interview with Dev and Business Week. The title is Empathy Loves Company, and it's worth listening to for the couple of minutes. Here's my favorite idea from the interview, which is also written in the book:

Mercedes was trying to market to younger Americans. Some 20-somethings were brought into their offices. Each of the executives were asked to interview one of the 20-something-year-olds for 30 minutes. The interviewee could bring photos or anything else they wanted to share in order for the executive to get to know them better. After the interview, the executive went out and bought a gift for the person they interviewed. The executive was rated on how well the interviewee liked the gift.

How well do you know your customers—whoever they are? Customers aren't found in PowerPoint slides. They're found face-to-face on the street. Do you know your customers well enough to be able to buy them a gift? That gift isn't your product. If you can't figure out what gift they'd like, how can you get to know them better so you can? What would they really want?

More info on the book at:

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