During the filming of A Separate Peace (1972), the cast and crew got together at the end of the day to have dinner, and the director, Larry Peerce, was at the head of the table. Every seat was taken, so when Larry's mother appeared, a member of the crew got up, said he'd get himself a folding chair, and offered Mrs. Peerce his cushioned seat.
Larry leaped up, thrust out his arm in the young man’s direction, and commanded, “Sit down.” When the somewhat puzzled fellow was seated, Larry said, “Let her sit on the folding chair. She’s not comfortable unless she’s uncomfortable.”
More Presidents and CEOs have got to learn that lesson.
Small businesses and start-ups in particular tend to have founder’s myopia. They see what they want to see, and it’s usually the world through their eyes… and no one else’s. Yet unless they’re the buyers of the products and services they offer, they’re ignoring the people whose perspective really counts – their customers.
We don't make things irresistible in a vacuum. We follow the same advice that we give to our clients.