If you have customers, or other people you are trying to satisfy or help, try thinking beyond them to your customers' customer.
If you are an employee trying to satisfy your boss, think about what he or she is trying to accomplish. If you are selling a product or service, think about the life of that product or service after your sale.
How is your customer using it? How are their customers using it? Beyond the transaction at hand, how can you help your customer succeed?
Using contextual insights within immediate relationships can actually simplify your choices. There is less guesswork and people will be impressed that you care.
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