Knowing vs. Understanding Your Customer
Earlier this year, I laid out “The 12 C’s for Thriving in a Digital Age,” 12 key components for creating a successful digital business. In the last of this series, I’d like to discuss the most important C: the customer. There’s a difference between knowing who your customer is and understanding your customer. You need to do both. Most people spend most of their time on the former and too little time on the latter. This will ultimately result in failure. Why? If you don’t understand your customer, you won’t have full clarity on your value proposition.
