Give your customer what he needs, not what he expects

Your job is not to figure out what the customer expects.

Your job is to figure out what the customer needs.

Expectations are easy to predict. They are defined by what has always happened in the past.

Needs are harder. Especially needs that the customer doesn’t know he has.

This requires vision and innovation, and the courage to go against the crowd.

Anyone can give the customer what he expects.

Only entrepreneurs give the customer what he needs.