Most people focus on products, services and websites when starting or growing a business. No one actually cares initially what you have to offer. They come to you because they have a problem they need a solution for, not to see you as yet another advertisement.
Business is not about what your customers can do for you, but rather what you can do for your customers. You must listen to them first, and then help them solve their problem. You can’t solve anything if you don’t know what it is they are trying to solve.
It all starts with them. Once you can get to know them, and find out what their real issues are, and feel you can help them solve them, only then would your products or services be relevant as a solution to their issues. You can’t help people if you are not willing to listen to them first.
There are a lot of people out there that just want an answer, not some random solution provided to them. They want to know the company that appears to be able to solve their problem actually can, and the first step is to first identify if what you do offer fits their issues as a solution. “Everyone” is not a market.
You must understand why you do what you do, why you are passionate and confident about why you want to help them. Only then will what you do, or how you do can become relevant.
Listen to your customers. Don’t try to make the next best thing. After all, Steve Jobs didn’t sell iPODs, he sold a thousand songs in your pocket.
Until next time, focus on what your customers actually want or need, not what you think they do.