The core concept
If you ever catch yourself saying, “I think our customers want…,” you’re stepping into dangerous territory. Emphasis on think. Because thinking is guessing, and guessing leads to wasted time, effort, and money. You don’t need to play the guessing game when your customers are already giving you the answers… if you’re willing to listen.
The biggest business breakthroughs don’t usually come from a boardroom or a brainstorming session. They come from a phone call. A coffee chat. A quick but intentional, “Hey, what’s working for you right now, and what’s not?”
The breakthroughs usually come from evidence.
We, entrepreneurs, are often natural problem solvers. But we can’t solve what we don’t understand. So the best thing you can do this week for your business is simple: shut your mouth, open your ears, and call one customer.
Yep, just one.
Why listening is a growth strategy
The reason I share this idea is that I experienced how listening to the needs of others is about more than good customer service.. Your customers are constantly experiencing pain points, preferences, and unmet needs. And based on my emails, they’ll gladly tell you exactly what would make their lives easier, better, or more enjoyable. When you gather that feedback intentionally and consistently, you’re not just collecting data, you’re building direction.
Let me say that again:
Customer conversations don’t give you data. They give you direction.
Direction for how to grow.
Direction for how to improve.
Direction for what not to do.
And maybe even direction for your next product or service.
Do this: The 3-question call
This week, I want you to pick one customer and call them (or meet in person, if that’s possible). It’s not a sales call. It’s not a pitch. It’s a “how can we be better for you?” call.
Here’s the script:
- What do you love about working with us (or using our product/service)?
Let them tell you what you’re doing well. These are your strengths and your differentiation points. - What do you wish was better in our industry as a whole?
This tells you where the opportunity is. It’s a goldmine of unmet needs and frustrations. You’re not just competing with other businesses; you’re competing with the broken expectations of your entire industry. - What’s your biggest challenge right now that we don’t help you with?
ingo. Here’s your innovation zone. Listen to what they say and look for ways you could serve that need, even if it means partnering, tweaking your offer, or evolving altogether.
That’s it. No scripts. No CRM automations. Just a conversation.
Feels so much more natural, right?
Not that: Don’t guess
It’s tempting to assume you already know what your clients want. After all, you started your business to solve a problem, right?
But the world changes fast. Customer needs change even faster. And if you’re relying on your gut alone, you’ll miss what your best clients are trying to tell you.
So don’t guess. Guessing is lazy. Guessing is expensive. And worst of all, it robs you of clarity.
Your clients are not a mystery to solve. They’re your most reliable guide. So instead of thinking for them, listen to them.
Those stories shaped the book.
Go Deeper:
If you want to really make customer insights your secret weapon, crack open these chapters:
- Fix This Next: Chapter 7 (pages 105–115) on identifying your business’s core client need and solving it.
- Profit First: Chapter 4 (pages 60–65) on understanding client value to increase profitability.
- The Pumpkin Plan: Chapter 5 (pages 70–75) on identifying and nurturing your best clients.
- Get Different: Chapter 8 (pages 120–125) on tailoring your message to resonate with your ideal customer.
These chapters show how listening is not just polite, it’s powerful.
The Final Thought
“The customer’s perception is your reality.” – Kate Zabriskie
Your business doesn’t exist in your head. It exists in your customer’s experience.
So step into their world. Ask. Listen. Adapt. Repeat.
You don’t need to be a mind reader to win in business, you just need to be a good listener.
Entrepreneurs are kinda superheroes. You’re saving the world in your own way. Keep going. Keep asking. Keep listening.
You’ve got this.
– Mike