The great business and marketing writer Seth Godin recently wrote a short item called “The simple but difficult marketing flip”. It described the ‘flip’ as simply this:
From, “Pay attention, I want you to buy what I made.”
“I’ve been paying attention, and I think I can offer you what you want.”
We should all take this in. Is our sales and marketing effort simply devoted to telling people that they ought to want our stuff?
Or have we genuinely made an effort to understand what our prospective customers need? If not, we need to make that ‘flip’.
Even if we can’t influence what we sell, it will always be possible to get a better understanding of the needs of people who really could and should benefit from it. We just have to make the effort.