We know about the adage that the customer is always right. I had a little disagreement with an old acquaintance on this subject today. This adage hinges on one assumption, which is – the customer knows what he/she wants.
In my dealings with people in this world, I’ve found that people in general, rarely know what they really want. Everyone has a superficial understanding of what they want but few people truly understand their own motivations sufficiently well to really know what they want.
This is reflected in our everyday lives. What do we want to eat for dinner? What clothes do we want to wear? Where do we want to go this weekend? What do we want to do with our lives? How many people can truly and profoundly answer those questions – particularly the last one?
So, I have built my business philosophy on the assumption that the customer does not know what they really want. However, it is my job as a consultant to help the customer discover their roots and find out what they want, which is not an easy task.
So, my take on the adage is that the customer is always right, if and only if, they know what is right.
Silly, ain’t it?