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> Your customers
        are your best
source of information


                  Frédéric Abella 2013
         content2client.com - @fabella
Your environment is uncertain
Yesterday ...
Idée
Des images d’hier, ancien
monde microsoft, apple,
caleche,




 ... will not help
               you
Tomorrow ...
… is simply
 unknown
Your
solution?
Know the
 present
To know
EVERYTHING
   about the
     present
But your present is
      complex
#1 It is global
Your competitors are
                              in Sydney,…




Par Sardaka (d) 07:23, 4 January 2013 (UTC) (Travail personnel) CC-BY-3.0 via Wikimedia Commons - Novella_Book_Shop_Wahroonga.jpg
… in MontLuçon,…
Par Croquant (Travail personnel) CC-BY-SA-3.0-2.5-2.0-1.0 via Wikimedia Commons - Montluçon_place_Notre-Dame_2.jpg
… or in Louisiana
By Holger Gruber at de.wikipedia CC-BY-SA-2.0-de from Wikimedia Commons
#2 It is digital
A computer maker …
… is now the competitor of the
             FNAC
#3
It is
individualized
Your customers
are no longer
a mass market, …
neither trendy,
… or
seniors,
… but
  just
them-
selves
Tomorrow
they will be …
… different from today
You realize, every day …
it is impossible …
… to know
everything
 about the
   present
So ?
You have a business to run
Salaries to
   be paid
Products to be made
How much?
   When?
You have to sell them
Where?
How?
Who can help you?
Economists?
Research panels?
Your neighbor?
Visionaries?
Past sales?
Your
competitors?
The best
consulting
     firm?
Or a
fortune-teller?
No
Who buys
your product?
Who uses
your service?
Who tells others about
its wonderful qualities?
Who complains about
    its f*** defects?
Who talks about it
 with her friends?
Who compares it
     to others?
Who goes to your
    competitor?
Your
customers
#1
You do not
know what
tomorrow
will bring
They don‘t either
But
nevertheless
 they decide
      to buy
        your
    product
… or not
#2
      Your
customers
    are all
 different
however they have
one thing in common
They use your product
#3
What do you have
your competitor
don't?
Your customers
They are your best
source of information
It is up to you
          to get
 the best of it
              …
before they change their mind
3 questions to start with
  #1 Do you have the list of your customers?
  #2 Can you contact them?
  #3 Can they answer you?

                   You have
                   > 3 no's : You depend on someone else.
                               You do not control your future.
                   > 3 yeses : You can begin to build your future.
                   .
« The problem is that we
are trying to predict what
people want »
Steve Yegge




              Frédéric Abella 2013
              content2client.com - @fabella

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Your customers are your best source of information