The customer is always, always right
Start speaking to customers for they alone determine the fate of your company.
But the audience is right. They're always, always right. You hear directors complain that the advertising was lousy, the distribution is no good, the date was wrong to open the film. I don't believe that. The audience is never wrong. Never.
– William Friedkin, in a NYT interview
Happy Saturday morning.
Saturdays are designated to our favorite quotes. It’s interesting because although we’re building “startups,” we're simultaneously building ourselves as entrepreneurs.
Building a startup is hard. Really hard. It takes grit, tenacity, and an obsessive vision. We as startup founders are pursuing a goal where the odds are overwhelmingly against us. Many people will call us crazy, and for the most part, you should ignore them. There is a subset of people whom, however, you should never ignore - your customers.
Customers, customers, customers above all else. That’s why I love the quote above by William Friedkin. In our case, the “audience” is our customers. And like Friedkin said - “they’re always, always right.”
If there’s something they like - listen. If there’s something they hate - listen. At the end of the day, there’s one single thing that will make your company succeed or fail: Customers. Not investors. Not press. Not eyeballs on your website. Real, customers.
So when Customers speak, listen!
And if you don’t like what they hear, that’s OK. Don’t discount what they say because it conflicts with your preconceived notions about what your customers should say, or should like or dislike. Remember, these are the people that should be paying you for your product. If they don’t like it or don’t want it, you have no business.
Likewise, if they tell you your idea is the best thing since the Peloton, don’t take it as gospel. Talk is cheap, and unless they’re handing you cash, don’t put too much weight into their opinion.
To hear what Customers say, you have to invite the conversation, which is where customer interviews are so important. If you haven’t, I recommend picking up copies of the Mom Test and Talking to Humans.
Start speaking to customers and listen to them for they alone determine the fate of your company.
Have a great weekend!