{"id":265,"date":"2024-05-28T08:40:12","date_gmt":"2024-05-28T08:40:12","guid":{"rendered":"https:\/\/vidwaan.simapt.com\/cxo-blog\/?p=265"},"modified":"2024-06-05T11:29:14","modified_gmt":"2024-06-05T11:29:14","slug":"when-in-doubt-think-of-the-consumers-need","status":"publish","type":"post","link":"https:\/\/vidwaan.simapt.com\/cxo-blog\/when-in-doubt-think-of-the-consumers-need\/","title":{"rendered":"When In Doubt, Think Of The Consumer&#8217;s Need"},"content":{"rendered":"\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-1 wp-block-group-is-layout-flex\">\n<p>Author: <a href=\"https:\/\/www.linkedin.com\/in\/truptibhandari\/\">Trupti Bhandari<\/a><gwmw style=\"display:none;\"><\/gwmw><gwmw style=\"display:none;\"><\/gwmw><\/p>\n\n\n\n<ul class=\"wp-block-social-links is-layout-flex wp-block-social-links-is-layout-flex\"><li class=\"wp-social-link wp-social-link-linkedin  wp-block-social-link\"><a href=\"https:\/\/www.linkedin.com\/in\/truptibhandari\/?original_referer=https%3A%2F%2Fwww%2Ebing%2Ecom%2F&#038;originalSubdomain=ke\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19.7,3H4.3C3.582,3,3,3.582,3,4.3v15.4C3,20.418,3.582,21,4.3,21h15.4c0.718,0,1.3-0.582,1.3-1.3V4.3 C21,3.582,20.418,3,19.7,3z M8.339,18.338H5.667v-8.59h2.672V18.338z M7.004,8.574c-0.857,0-1.549-0.694-1.549-1.548 c0-0.855,0.691-1.548,1.549-1.548c0.854,0,1.547,0.694,1.547,1.548C8.551,7.881,7.858,8.574,7.004,8.574z M18.339,18.338h-2.669 v-4.177c0-0.996-0.017-2.278-1.387-2.278c-1.389,0-1.601,1.086-1.601,2.206v4.249h-2.667v-8.59h2.559v1.174h0.037 c0.356-0.675,1.227-1.387,2.526-1.387c2.703,0,3.203,1.779,3.203,4.092V18.338z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">LinkedIn<\/span><\/a><\/li><\/ul>\n<\/div>\n\n\n<div class=\"wp-block-post-date\"><time datetime=\"2024-05-28T08:40:12+00:00\"><a href=\"https:\/\/vidwaan.simapt.com\/cxo-blog\/when-in-doubt-think-of-the-consumers-need\/\">May 28, 2024<\/a><\/time><\/div>\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>This is the most important advice I can provide from my experience as a marketer and a businesswoman. The complexities of business can drag us into paralyzing debates and prevent us from looking at the final beneficiary of all our efforts \u2013 the consumer. It is not what the company can offer, what it can manufacture efficiently, what satisfies the manager\u2019s objectives, what makes great financial sense or what the boss\u2019s wife needs&#8230; but what the consumer needs. Sometimes, the need is explicit and sometimes it has to be mined for, uncovering the consumer\u2019s complex motivations, while sometimes it\u2019s ambiguous and needs to be clarified and sometimes it\u2019s just not there and manufacturers create a need. A need has many avatars. And while success can take diverse shapes at the end, a need is a necessary and enabling condition for it. <em><strong>Consumer need clarifies the business\u2019s purpose, defogging the glasses of confusion. <\/strong><\/em>But it can be easily forgotten.<\/p>\n\n\n\n<p>In a different context, Gandhiji said, \u2018When in doubt think of the poorest Indian &#8230; and ask yourself if it will benefit him.\u2019 We could restate the same. Embracing Mahatma\u2019s spirit and <gwmw style=\"display: none; background-color: transparent;\"><\/gwmw>also keeping business as the focal point, here\u2019s the mantra \u2018Whenever you are in doubt, <gwmw style=\"display: none; background-color: transparent;\"><\/gwmw>apply the following test. Recall the face of the consumer whom you may have seen, and ask yourself, if the step you contemplate is going to be of any use to him\/her. Will he\/she gain anything by it? Will it restore him\/her to a control over his\/her own life and destiny? Then you will find your doubts and your \u201cstrategic dilemma\u201d melt away.\u2019 Consumer centricity, with need and want as the fulcrum, ought to be an obsession for all marketers. Indeed, this is the way out of many strategic dilemmas that all corporates routinely confront.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">From Need to Want<gwmw style=\"display:none;\"><\/gwmw><gwmw style=\"display:none;\"><\/gwmw><\/h2>\n\n\n\n<p>How do you convert a need into a pressing want? One way is to list its benefits. Another is to give an emotional benefit so compelling that the mind sees no alternative. It is a bit like choosing your friend or relationship over anything else; the heart, and not the mind, must and will steal the show. Needs are, therefore, inextricably linked to our emotions. The word \u2018emotion\u2019 originates from the Latin word \u2018movere\u2019, combining the word \u2018move\u2019 and the French word \u2018emouvoir\u2019, meaning \u2018move out\u2019 or excite. If a want tells us what is lacking, an emotion tells us what has \u2018moved\u2019 into our being as a result of it. An emotion is the catalyst that converts a dormant need into a throbbing want. Marketers try their best to find veritable emotional needs, and rightfully so, because if no movement is achieved, the potential captured in the need is not met. So, a Hush Puppies shoe is not just valued for its lightness and comfort but also because it helps me work harder so I can be more successful, which positively impacts my self-image and eventually determines if my life has been worth living at all. The moral of the story \u2013 do well and put your best foot forward while wearing Hush Puppies. Seems implausible? Well, big brands do just that \u2013 they partner with the consumers, converting dreams into reality. And the brands are with them wherever it matters so their consumers are foremost for them. Consumers then reward them by making that brand the first choice when a need in that category arises.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><gwmw style=\"display: none; background-color: transparent;\"><\/gwmw><gwmw style=\"display:none;\"><\/gwmw><gwmw style=\"display:none;\"><\/gwmw><\/h2>\n<div class='watch-action'><div class='watch-position align-left'><div class='action-like'><a class='lbg-style1 like-265 jlk' href='javascript:void(0)' data-task='like' data-post_id='265' data-nonce='e0abe6ebb9' rel='nofollow'><img class='wti-pixel' src='https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/plugins\/wti-like-post\/images\/pixel.gif' title='Like' \/><span class='lc-265 lc'>0<\/span><\/a><\/div><div class='action-unlike'><a class='unlbg-style1 unlike-265 jlk' href='javascript:void(0)' data-task='unlike' data-post_id='265' data-nonce='e0abe6ebb9' rel='nofollow'><img class='wti-pixel' src='https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/plugins\/wti-like-post\/images\/pixel.gif' title='Unlike' \/><span class='unlc-265 unlc'>0<\/span><\/a><\/div> <\/div> <div class='status-265 status align-left'><\/div><\/div><div class='wti-clear'><\/div>","protected":false},"excerpt":{"rendered":"<p>This is the most important advice I can provide from my experience as a marketer and a businesswoman. The complexities of business can drag us into paralyzing debates and prevent us from looking at the final beneficiary of all our efforts \u2013 the consumer. It is not what the company can offer, what it can manufacture efficiently, what satisfies the manager\u2019s objectives, what makes great financial sense or what the boss\u2019s wife needs &#8230; but what the consumer needs. Sometimes, the need is explicit and sometimes it has to be mined for, uncovering the consumer\u2019s complex motivations, while sometimes it\u2019s ambiguous and needs to be clarified and sometimes it\u2019s just not there and manufacturers create a need. A need has many avatars. And while success can take diverse shapes at the end, a need is a necessary and enabling condition for it. Consumer need clarifies the business\u2019s purpose, defogging the glasses of confusion. But it can be easily forgotten.<\/p>\n","protected":false},"author":4,"featured_media":266,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,28],"tags":[10,11,12],"_links":{"self":[{"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/posts\/265"}],"collection":[{"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/comments?post=265"}],"version-history":[{"count":2,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/posts\/265\/revisions"}],"predecessor-version":[{"id":1011,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/posts\/265\/revisions\/1011"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/media\/266"}],"wp:attachment":[{"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/media?parent=265"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/categories?post=265"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/tags?post=265"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}