Everybody thinks they can write. Because they write every day. How hard can it be?

And everybody thinks they know how to optimize websites. They use them every day and they know what they like and don’t like about them, so how hard can it be, right?

Well, if you know how to do it then why haven’t you done it already?

Invariably, practically all the companies I have worked with are 100% sure that they know their customers. They believe they know what they want, what they don’t, what they like or dislike, what their expectations are. After all, they are in this business for a reason. They wouldn’t be successful if they didn’t know their customers.

Invariably, after a thorough research process, they are surprised by the findings. There was never a case when the research process didn’t bring new insights or at least a few surprises. Even when someone was in business for decades and knew their customer base intimately.

You are not a customer.

You are for the customer. But not the customer. And they always know better. Even if they’re wrong, they are right. And you need to adapt to it.

So if you want your business improved, let it be done properly. Give time for the whole research phase. Then listen to what it says, even if you don’t like it. And then do it. Test what you’re doing so that you know, don’t guess.

You need to be like Philadelphia 76ers. You need to Trust the Process. You’ll be glad you did. Because that’s how you win



PS. The saddest caption in the image at the top is “I paid you to do what I WANT, not what research tells you.” It’s so sad because it happens too often when it shouldn’t happen at all.