(Time to read this Blog article is about 30 seconds)

Many businesses spend huge sums of money on ‘customer research’ to find out exactly what their customers want.  Then, when they deliver that, they wonder why customers don’t go “WOW”.

What they don’t realize is, they’ve fallen into ‘The Research Trap.’  It works like this.  When we ask people what they want, they only tell us what they expect.  But, getting what we expect is not “WOW”…it’s just, “That’s nice.”  “WOW” is getting more than we expect.  It’s the delight and joy of having our expectations exceeded.  That’s “WOW”.   So, here’s the breakthrough insight…. 

‘We do research, not to find out what we should do…we do research to find out that which we must exceed!’

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