It was throughout a spotlight group that I noticed my prospects had been mendacity to me.I used to be working at a TV station in Portland, Oregon, and we had been creating a brand new, nightly sport present. A part of that improvement concerned focus teams.Possibly you have participated in a spotlight group. In our case, the method went like this. Our focus group analysis firm someway discovered a number of teams of possible viewers, paid them twenty bucks or so to return to a gathering room, after which confirmed them clips of our pilot and requested them questions. What the viewers did not know is that we, the producers, had been watching and listening to them from behind one-way glass (sort of just like the interrogation rooms in each police present you have ever seen).Now here is the half that I did not count on.
Earlier than the primary focus group (I feel we did three in all), the analysis firm informed us this: “Pay attention when they tell you what they don’t like. Ignore them when they tell you what they’d like instead.””Ignore them when they tell you what they’d like instead.”It is because, by and huge, your prospects do not know what they need till they see it.They suppose they know what they need. However whenever you attempt to give it to them, they flip up their nostril and say, “Oh, I don’t like this. This isn’t what I want at all.” To which you reply, “BUT IT’S WHAT YOU ASKED FOR!!!” And that could be. However it does not matter, does it? You continue to lose.Henry Ford is reported to have mentioned, “If I had asked people what they wanted, they would have said faster horses.” [Note: although there’s no evidence that Ford ever actually said this, there is evidence that he felt this way.] That is as a result of that they had no idea of an car till they noticed one.Your prospects are inclined to base what they suppose they need on what they have already got. They only need a greater one.Steve Jobs mentioned (actually!), “You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.”Here is what I discovered from these focus teams. It is not the job of the shopper to give you a services or products that can delight then. It is your job. You are the producer. You possibly can’t abdicate that job to them. In the event that they let you know they do not like one thing, concentrate. After which you-you-figure out what to supply. One thing that can shock them. One thing that can captivate them. One thing that can astound them.
Again in 1997, no one was saying, “You know what I really want? A book about a boy wizard!”After which, on June 26th, we noticed one. We learn it. And we could not get sufficient.J.Ok. Rowling is a producer. She did not collect a bunch of teenagers right into a room with one-way glass and ask them what they needed. What she did as a substitute was supply them one thing they could not have imagined. One thing that stunned, captivated, and astounded them.You are a producer too. What are you going to supply?