The one secret Steve Jobs knew about customers that most people still don't get.

?? Ever wondered what Steve Jobs knew about people that most of us are still scratching our heads over? Spoiler: It's not what you think.

Hey everyone, and welcome to the first edition of my newsletter series "Tethered to the Customer."

Having just spent ten years in market research leading the product strategy for a suite of audience measurement and consumer research products, there are few things that still surprise me about consumer psychology.

But... what do gut instinct and non-verbal cues have in common with truly understanding your customers?

More than you'd think, and over the next few weeks, we're going to dig deep into the heart of customer-centric strategy.

?? Paradoxes

Steve Jobs was a man of many paradoxes.

One of his most intriguing attributes was his relationship with customer feedback. Contrary to popular belief, Jobs didn't rely on focus groups or extensive market surveys. Instead, he tuned into something more primal—the innate desires and unspoken needs that customers themselves hadn't yet recognised.

?? The 'Jobsian' insight into human psychology

But what was Steve Jobs' secret sauce? His deep-rooted understanding of human psychology. Jobs didn't just create products; he created experiences.

Jobs knew that people are not just rational beings driven by features and specifications. We're emotional creatures, craving simplicity, elegance, and a sense of belonging.

In a world that was becoming increasingly complex, Jobs believed in stripping things back to their essence.

He understood that the allure of an iPhone wasn't just in its functionalities... but rather in its ability to make people feel empowered, creative, and part of a larger community.

This is something that I've found aligns strongly with some of the most successful projects I've worked on—where the real MVP is not just a 'Minimum Viable Product,' but a 'Meaningful Valuable Perspective.'

Steve Jobs had a knack for understanding the desires customers didn't even know they had.

?? A few ideas to truly get inside the head of your customers:

1. Embrace your inner maverick: It's not just about listening; it's about foreseeing. Start collecting not just data, but interpretations and instincts from your team. Document these gut feelings and revisit them periodically.
2. Feedback isn't always verbal: Customers speak through their actions—clicks, time spent, bounce rates. These silent cues can be more enlightening than a full-blown survey.
3. Step outside your bubble: Whether it's a stint of freelancing or a travelling through a foreign country, get out of your comfort zone to gain unexpected insights and parallels you hadn't previously seen.

?? Before we wrap up, take a moment to think about —

• What are your customers really telling you?
• Could your team's instincts hold insights that data alone can't reveal?
• Do you have the courage to step outside the echo chamber?

Stay tuned for next week, where I'll try to decode the psychology behind customer decisions. It's going to be a facinating one, trust me.