“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
— Peter Drucker
This is true, and even more so, in this brave new social world. What we often miss, though, is what we need to know about our customer.
We can know our customer’s need. We can understand our customer’s problem. However, nothing beats knowing who our customer wants to be.
People who bought iPhone5 did so, not for the phone, or for the map, but because they want to think different, in that way that changes the world, and carrying an iThingamajic gives them a badge that they value that difference.