Don’t ask. Learn.

“If I had asked people what they wanted, they would have said faster horses.” Henry Ford

“Some people say, “Give the customers what they want.” But that’s not my approach. Our job is to figure out what they’re going to want before they do.” Steve Jobs

“Your most unhappy customers are your greatest source of learning.” Bill Gates

If you have done your job properly, your offices will be invaded by data. Customer service, after-sales, market search and so on.

Just don’t forget one thing: you can learn from your customers but you cannot (and shouldn’t) be driven by them.

You are working to be the trend setter, not the cool hunter.

You are supposed to create emotions, a sense of fulfillment and well being. A dream. Not to cut and paste customers expectations in a pastiche.

Fashion brands should be full of positive vibes and good energy, not envy of the competitor.

Forget the other ones, forget the small data.

Develop the big vision and create a dream.

“Spend a lot of time talking to customers face-to-face. You’d be amazed how many companies don’t listen to their customers.” Ross Perot

And never stop learning.

#fashion #branding #luxury #business #leadership

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