What your customers really want.

I was at a conference recently where the speaker recounted a story in which the sales team of Black and Decker were shown a flashy picture of the new, slick, state-of-the-art, Blakc and Decker drill, and asked the question: "Is this what our customers want"?

The sales team answered vigorously in the affirmative, lauding durability, quality, credibility of the brand, and attractive price point in relation to longevity of the product, along with overall return on investment.

"Wrong", the questioner responded.

"What our customers want is this", and he displayed a basic photo of a well-drilled hole in the wall.

Reality check: Are you addressing your clients needs or yours?  What's your hole in the wall?