Traditional marketing in essence has been about doing something today in the hope that your business will reap the rewards in sales tomorrow.

The marketer then has her eye firmly fixed on the future.

Put this ad and hope that it will result in future sales.

Asking the question: ‘what do I need to do to get us from here to there?’

And yet the best marketing happens in the moment, here and now, when the entrepreneur, CEO, waiter, designer or developer takes the time to quietly practice empathy.

It turns out that we are at our very best when we really see the world through the eyes of the person we are trying to matter to.

That’s easy to write and much harder to do than it sounds.

The key to mattering to your customers is to actually care about them just as much, if not more than you do about the success of your business.

I’m of the view that the best way to position your business is to work hard to position your customer instead.

You don’t need to make noise about it, just quietly focus on consistently delighting your customers, going the extra mile for them.

One of the values of the renowned design firm IDEO is to make others successful, as they say: “going out of your way to help others succeed is the secret sauce.”

Perhaps the question we should be asking, one we don’t ask half often enough is:
“What can we do to get our customers from here to there?”

When we position our customers, when we move them from here to there, they position us, they move us from here to there.

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