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Many people think they will make what their customers want. But, your customers will keep on surprising you.
Understanding what goes on inside your customer's mind can align your product to their wishes. It also allows you to create marketing plans to provide value to the largest group of people with your product.
A customer is a persona or a demand pattern in multiple people.
People buy because they want to decrease their pain-levels or increase their pleasure-levels.
Take, for example, Uber: From a pain perspective, the public was in a desperate need for a solution to decrease the pain of using cabs.
From a pleasure part, Uber addressed the need for independence, status, and safety. People are given the feeling that they are free to order a cab whenever they please and can be part of the VIP program. They can also view ratings of previous customers and know upfront what the costs will be.
When you're building out your solution and setting up your marketing, think about what emotional values your customers are chasing. Then make them feel it.
The eight basic emotions paired in opposites are: Joy — Sadness, Anger — Fear, Trust — Distrust, Surprise — Anticipation.
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