Proximity to customers

If you’re creating something for others to use, you need access to at least a small sample of those people. If you do not have direct and immediate access, you will never understand their needs. Understanding their problems is the easiest way to create good solutions.

A good way to do this is to be in proximity of your customers. Go where they go. Read what they read. Think like they think. It’s hard to do and takes time, but it can be done.

An even better way to be in proximity of you customers is by being a customer yourself. It may be difficult to think of yourself in this way, since you can get in the way. But it’s just a matter of see yourself in context. Recognizing the things you do or say that make you part of a group.