Looking At The Bright, Burning Sun

A happy customer is like a gentle Sun. It provides warmth and comfort to the businesses that bask in his rays.

Take away the customer’s happiness and the Sun will be anything but gentle. It might even end in a supernova explosion that will obliterate the offending brands.

More often than not, it’s a gradual process.

In the beginning, any successful company is working hard to establish themselves. Building an attractive offer, attracting a solid customer base, while staying afloat, stuff like that.

Vying for a place under the Sun’s gentle gaze, so to speak. Not an easy thing to do, and many will fail during this phase.

After the initial growing pains, the Sun happily shines, and the business is chugging along without any major hiccups. Finally, success is within reach!

Things start to settle down, and the day-to-day operations become more predictable and easier to run.

People get softened by the newly found success and tend to become complacent. So, many decisions are made without paying enough attention to the Sun.

The thing is, the customers’ expectations are evolving as well, sometimes quite dramatically. Failing to pay attention is not a wise choice.

But for a lot of decision-makers, the Sunlight is a given. We know how to get it, we’re running a successful company after all, right?

For them, trying to understand the customers is like staring directly at the Sun, uncomfortable and even dangerous. It’s hard for them to see the details, and those details they manage to distinguish have little or no meaning at all.

Here, marketing research acts not only as eclipse glasses, making it possible to zoom in without fear of eye burns, but also to make sense of all the sunspots, loops and other features tell us. In short, proper research helps businesses to feel the pulse of their Sun so they can act accordingly.

Otherwise, the Sun might slowly fade away, being gradually covered by a new planet, ending in a never-ending eclipse.

Don’t you ever again take the Sun for granted. Always send probes to see how it’s doing.

Without research, you might find yourself eclipsed by an eager competitor building a more attractive planet.