Ideas from books, articles & podcasts.
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.
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It is easy to forget that we're selling to humans and that humans still make emotionally-charged decisions.
Many people think they will make what their customers want. But, your customers will keep on surprising you.
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.
Even though people make their decisions based on emotions, most of them will have to justify their purchase at some time.
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.
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