Sometimes we fall into the trap of wanting to be who we think our customers want us to be. We listen to our customers, we conduct surveys and focus groups, we gather feedback and we conclude that our business should evolve in a different direction.
Giving and receiving feedback is an art, just as knowing what to do with it is.
When some customers at your vegan cafe ask for beef sandwiches as an option for lunch, when some of the feedback you’re collecting from your slow fashion business reveals that some customers would love more collections per year at cheaper prices, when people who attend your women-only gym would love men to be included in the classes, you don’t necessarily need to follow their advice.
Knowing who you are can be a blessing in this situation. You don’t waste time chasing customers who aren’t for you. You don’t need to please everybody.
When you know what you stand for, there’s new space for freedom and possibility based on embracing the people who really want to be with you.
Because you’re not for everybody you can distinguish between those who buy from you and those you really want to serve. They’re all customers, but some of them just buy from you by default, while others buy because of who you are and what you represent.
You serve all your customers, but you don’t need to listen to all of them.