The CEO and the customer

Are you the leader of your business? If so, when was the last time you spoke to customers, or watched them actually use, or trial, or consider your product or service? If it was last week, don’t let me get between you and the flat white that’s steaming on your desk. If it was much longer, stick around.

Once, there was a CEO of a construction company. He wasn’t often at his desk because he was out talking to people.

He talked to the company’s bankers and accountants.

He talked to the construction materials suppliers.

He talked to local councils.

He talked to landowners.

He talked to the managers leading the company’s regional businesses.

And he always fronted up at sales conferences to talk to his employees who worked at the coalface.

One day, he talked to a consultant about marketing strategies to sell more buildings.

She said, “When you talk to your customers, what do they say they want?”

“Customers! I hate talking to bloody customers.” Continue reading