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It's no news that Human needs are insatiable. Our customers are human and would always require more. However, building your business to provide what they need is noble, but your understanding of why the need is a need to your customer creates the lasting experience your business requires to stay relevant.
The sad thing you find is that I set most business structures up to onboarding the customer and not with the customer. Unfortunately, the customer can perceive this at the point of interaction with your business brand- BRANDING. Branding is no longer a business of colours, logos, statements, etc but intentionality about the customers we are in the business of and for. Your brand identity must reflect these, should you want to build a successful business.
Well, I found out that, building business structures for the customer is good but it is not sufficient. More is required to creating that customer experience and business relevance. This is what has inspired this book- The CUSTOMER YOU HAD BUT NEVER KNEW.
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