Losing Your Current Customers

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We just wrote about the importance of understanding your non-customers. That doesn’t mean you should neglect your current customers. If you do, you’re in world of trouble. Even if you don’t abuse your customers, maybe you’re taking them for granted. You’re losing some of them every year.

Buyer Personas And User Personas

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A lot of people stand up a variation of “If you build it, he will come” (from Field of Dreams) as a copy-writing hook for whatever they are about to tell you about creating products/services/whatever. We’re no better. We’re going to tell you that there is a big difference between […]

The Non-Customer Is Always Right

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We’ve all heard the saying, the customer is always right. For most product managers, however, the non-customer is the person you should be listening to. When you hear the phrase understand your market, the goal isn’t to understand those people who’ve already purchased your product. The goal is to understand […]