100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

100 GREAT BUSINESS IDEAS • 113

In practice

• Work hard constantly to understand as much as possible about
  your customers; take great care if you are reducing their views to
  a few simple truths.


• Talk with customers and take every opportunity to engage
  with them.


• Look at the nature and history of your company: by understanding
  your brand and product, it is possible to gain an insight into your
  prospective customer base.


• Use trial launches before signifi cant changes to your product;
  this reveals potential customer complaints.