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Only tech execs and drug dealers refer to their customers are “users”.
Why?
Users don’t choose, they use what’s given to them. Users don’t come back with awkward questions such as “what’s in it for me?”. Users don’t Gate out 95% of the marketing messages targeted at their brains. Users don’t make opportunity costs or have limited Brandwidth.
And what of “End Users” and the Value Chains that propagate their existence? Does this speak volumes about how we view our relationship with the customers? i.e. at the “end” of our considerations? Great youth brands know that Value Chains and End Users are not only a distraction they are damaging.
As Einstein said “The way you see the problem is the problem”.
If we continue to think of our buyers as Users, we will continue to overlook the key social and psychological factors that make them buy.
Think Consumers. Think Opportunity Cost. Think Choice. Think Value Networks, Value Clouds and Platforms.
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