Focus on customer behaviour


Arguments about technology changing needs of the customer is exciting, winding and depressing, because our assumptions are based on popular all or nothing trends. No, people don’t queue up for change in straight lines. It’s messy. So instead of zooming in on trends, try to zoom out and watch behaviour changes of people. You don’t need to be a tech wizard to observe people’s behaviours.

If tech changes everything, why there is still demand for printed books? printed news papers ?

If tech makes old structures go down, why Uber struggles in China, Taiwan and many East Asian countries ?

If digital music is the bomb, why still people call radio stations and request songs? Seriously?

While tech changes behaviour, it is vital to understand it doesn’t completely change the world as found in excited speeches of futurists. Strike a balance when you do your business planning.

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