So you’re ready to create a new product or design a new collection. Further, you’re ready to take this baby to scale.

It’s go big or go home.

When your business creates a product that scales, you’re aiming to serve as many people as possible with a solution designed with them in mind. The danger is watering down what you offer. Solutions that scale are based on specific needs and desires, not on sweeping generalizations.

The key to discovering the specific needs & desires that scale is to examine particular customers you’d like to reproduce. You know the ones: you’re thrilled to see them on the calendar, you’re happy to package up their orders and send them a little something special, you’re glad to answer their questions and guide them towards the best purchase. They’re the customers who challenge you, thrill you, and inspire you.

Scale doesn’t start with a big idea. Scale starts with a single customer, a single problem, and single solution.

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Too often, business owners try to diagnose the problems of the market instead of an individual customer. You try to spot the trends, the big opportunities, instead of getting clear on what the person right in front of you needs most.

The go to tool for this? The survey. Don’t get me wrong, surveying your audience can be extremely useful. However, it’s not useful when you’re looking for your next idea. Use a survey when you want to know more about your customers’ experience with [blank] or their frustrations with [blank]. But don’t use a survey when you want to know what’s on their collective mind. It will (almost) always be a shadow of what is really true.

The people who are right in front of you–those customers who thrill, excite, and inspire you–are constantly giving you information. They are writing you emails, responding to your tweets, and giving you feedback on their purchases. The best tool for discovering the needs & desires of those right-in-front-of-you customers is your own mental archive. Trust yourself, trust your observations, trust the information.

The same way you know how to give the perfect gift to someone you love is the way you discover how to create a product that scales.

The thing about the person right in front of you is that her needs are felt by someone else. In fact, those needs are felt by countless others. Obvious? Perhaps. And perhaps what you’re doing when you go trendspotting is trying to identify those very needs. But when you survey the group, you inevitably water down your observations.

You turn your observations into “big ideas.” Those big ideas are great for getting buy in. They can motivate, entice, and enthuse. But, they rarely turn into a sale.

Scale is about precision: precise language, precise desires, precise solutions, precise connections.

Scale is about the perfect gift.

That kind of precision isn’t about demographics or profiles. It’s about meaning, belief, internal scripts, personal priorities, and core desires. You won’t discover those by going broad; you’ll find them by diving deep. Focus your energy, your intuition, and your magnifying lens on the people right in front of you.

That’s where you’ll find the needs that will scale.


Are you ready to unlock those needs?

That’s why I created The Customer Perspective Process. It will allow you to tune into your customers’ inner needs & desires and creating lasting systems for growth based on them.

Click here to find out about the next Customer Perspective Process boot camp.