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Who Cares How It Works?

Who Cares How It Works?

Understand how your customers apply and use things, not how those things work.

My father-in-law was able to stick his head under a car’s hood and fix anything in there that went wrong. But he didn’t drive his car any better than I drove mine, which I took to the dealer for any servicing.

You may be adept at using your computer, but you don’t know (I hope) how the innards actually cause typing to become words and email. It doesn’t matter.

We buy things—and your clients buy things—because of the results they desire. I buy cars for performance and style. No one kicks tires any more.

If someone invented a better way to create holes, the drill business would disappear.

Don’t let your business disappear by focusing on your methodology. The client only cares about results.

© Alan Weiss 2017

Written by

Alan Weiss is a consultant, speaker, and author of over 60 books. His consulting firm, Summit Consulting Group, Inc., has attracted clients from over 500 leading organizations around the world.

Comments: 2

  • ed marsh

    January 13, 2017

    Clay Christensen used a few more words to get there.

    “After decades of watching great companies fail…firms in the wrong direction. What they really need to home in on is the progress that the customer is trying to make in a given circumstance—what the customer hopes to accomplish. This is what we’ve come to call the job to be done.”

    https://hbr.org/2016/09/know-your-customers-jobs-to-be-done

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