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Nine Design Strategies to Inspire Sustainable Profits | Part Ten

Nine Design Strategies to Inspire Sustainable Profits | Part Ten

#5 LISTEN TO YOUR CUSTOMERS’ SUBCONSCIOUS NEEDS

Marketing researchers are continually frustrated at the huge gap between what their customers say they want from a product and what they will actually purchase. For example, the vast majority of Americans now claim to be very concerned about global warming and the environment, yet only a small minority of these individuals will go out their way to find and purchase a majority of products that truly conform to high environmental standards. Why is this? 

The truth is that– like it or not– people’s actions are usually driven more by raw impulse and emotion than by conscious reason, or explicitly stated ideals. We find that the trick for designing sustainable products and packages that sell is better listening. Listening for what? Listening for the subconscious needs that your customer feels beneath the more rational rhetoric he or she so quickly espouses. In other words, pay less attention to just what your customers say, and more attention to what they truly mean. This simple distinction can make the difference between utter financial failure and outlandish business success.

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