It Doesn’t Matter What You Want. It Matters What Your Customers Want
All your business career you’ve probably been told to chase your dreams and aim for the stars. There are multiple meanings to this, but running through the centre is the message of chasing what you believe in. This is by any means a noble thing to do and it’s what everybody living should be doing. Perhaps it means something else to business owners that it doesn’t to people in other occupations. Because there’s so much doubt that flows around you all the time when you’re running a business, you could take this saying to mean do what you want and don’t let anyone derail you.
Chasing your goals is one thing but to do so with your head tucked down and just running blind achieves the opposite of this. Essentially, you have to learn to accept that it doesn’t matter what you want. It matters what your customers want. You, of course, have your goals and what kind of business you want to be. But it takes two to tango.
Letting go of ego
Every single one of us has flaws. We can broadly admit that we do but have you ever taken the time to sit down, and write out a list of your flaws? That’s when it gets a little touchy and your ego steps in to protect you. Or does it? It actually hinders you from progressing forward as an improved version of yourself. As a business owner, ego can be your fatal flaw. When you can positively identify a part of your business model is not working, you would think that would be a clear sign to make some changes. But the number of times in business when people, especially entrepreneurs become stagnant and joined at the hip to their ideas, is when they fail.
So what’s the alternative because if you can’t use ego to push you forward, what else is there? Ethical egoism is a philosophy of rational self-interest. The overriding factor for your business must be to have convictions and not ideologies. Become more pragmatic rather than idealistic.
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Filtering into design
Where can ethical egoism and rational be implemented in your business? Well if things start to falter, what is the pure reason for this at a molecular level? Obviously, something that you’re doing has not resonated with the consumer. The consumer is always going to be an entity that will gravitate toward a business that facilitates them and makes their life better. In this regard rather than telling customers what’s right for them, why not make something that they want instead? Read PRWD’s guide to user centred design which is a concept that’s used in website design among other things.
Defining user scenarios means that you look at how consumers would use your website. What should be the first thing they see and why? The newest products displayed on the homepage would save the user time searching for the latest product on our website by navigating tabs and search bars. Screen flow and interactive design are geared toward making users feel comfortable processing and analyzing information about your business. This is the aim of a user i.e. customer-centred design philosophy.
It’s what they want not what you want in some aspects of business. Letting go of ego will help you survive when parts of our business slow down and struggle to make an impact. A website design that is oriented to the ways the consumer interacts can lead you to new creative website designs.