From the course: Collaborative Design: Vision and Strategy

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Misidentifying the customer base

Misidentifying the customer base

From the course: Collaborative Design: Vision and Strategy

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Misidentifying the customer base

- In order to keep driving your client relationships deeper into solving real needs and problems, one skill you'll need to develop is the ability to engage the deeper questions. If we get bad answers to our good questions, they don't give us much to work with. So let's look at how you can coach your clients into giving you better answers. It's not so much that there are right answers to these questions, but there are definitely approaches that don't pass muster, because while they appear to be answers, they actually dodge the questions in important ways. Let's start with the question, Who is the Audience or who is the user base? There are a couple of ways to go astray with this one. Your client can claim that their client base is everyone, which is quite simply insane unless they plan on controlling the market on oxygen, water, or maybe the rays of the sun. Or they can define their audiences in the narrowest, driest, most soul deadeningly way possible. 25-30 year old males who are on…

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