Parar para pensar de forma diferente

"Find the Customers Your Competitors Are Offending" e "If you were competing with your own company, what would you do?", dois artigos com pistas pistas interessantes para quem opera no mercado interno.
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"If you were competing with your own company, what would you do?" é ver o mundo de uma perspectiva diferente.
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É, muitas vezes, uma forma de abandonar "custos afundados" que teimam em impedir-nos de ver o óbvio e libertar-nos mentalmente para uma abordagem mais fresca e menos desempoeirada.
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O mundo mudou, os clientes mudaram... aliás, os clientes estão em trânsito permanente, se competisse com a sua empresa, como tentaria conquistar a sua atenção e preferência?
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A outra achega, "Find the Customers Your Competitors Are Offending"... também me parece interessante:

"1) Get Personal: Cohorts with shared demography, like Hispanic consumers, are too large to treat as a monolith. You need to drill down to understand the needs of sub-cohorts.
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4) Look at Whom You're Excluding: If your company focuses on selling consumer electronics to men under 35, for example, pause and consider who feels unfairly excluded from the marketing narrative, such as baby boomer consumers aged 46-64 who spend more on technology than any other demographic. A good example of this marketing reorientation comes from the video gaming industry, which is finally waking up to the fact that their ads were alienating the 47% of "girl gamers" who buy their products.
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6) Start with Empathy: If you pay attention to your customers, and treat them with consideration, they'll reward you. If you don't, they won't. Good marketers like Apple remember that spending is emotional. It starts with asking customers who they are, not just what they want."

Esta última frase "It starts with asking customers who they are, not just what they want."
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Quantas empresas pensam que sabem o que o cliente quer?
E, por isso, ficam-se pelos atributos, pelas especificações.
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Tanta publicidade que nos apresenta o argumento do preço mais baixo e, contudo, não creio que os seus criadores andem todos de Fiat Panda.