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Domino theory: Follow the customer’s lead

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in Leaders & Managers,Leadership Skills

Domino’s Pizza recently did something practically unheard of in the business world. First, it asked customers for honest feedback. Second, it actually listened to the painful truth. Third, it reinvented its product based on the input and—most shockingly—ran TV commercials touting that its pizza “no longer tastes like cardboard.”

Small business owners may think they listen to their customers all the time. But don’t be so sure, says product development expert Dan Adams, author of New Product Blueprinting.

“Many companies are essentially saying to their customers, ‘You do need this product, right? Right?’” Adams says with a laugh. “They’re starting with a product and trying to talk their customers into giving it their stamp of approval. What looks like soliciting feedback is really a bit of a dog-and-pony show.”

Adams says Domino’s reinvention offers five key tips for small business owners:

1. Ask your customers what they w...(register to read more)

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