I went into Starbucks today, and it was slow. Really slow – 15 minutes to get my coffee slow.
If you asked me what I wanted from Starbucks, I would probably say great coffee. I’d even say I’m happy to pay more for an excellent coffee.
What I really wanted was above average coffee, served quickly.
Most people say they want more legroom and nicer food on planes. How many people then don’t look for the cheapest ticket when they fly?
Do your customers tell you what they want? Are you aiming to meet that need, or what they really want?
The only way to figure out what customers really want is to test. Your customers will lie to you, deliberately or not. Their money will tell you the truth.