When were you last one-on-one with your health brand customer?

Are you outsourcing your marketing eyes?

The only real sustainable goal for your business is to enrich your customers lives, not to sell them more x or y. But if you don’t have any real context for understanding their lives, how can you really do this?

The impetus for this post is a new Trajectory client. The Brand Manager responsible for the portfolio of brands we were just assigned had spent three days in an important market at the local fair. Not just any fair, but a “hugely” important annual event drawing a crowd of thousands.

For three days, ten hours a day, he spoke with (actually mostly listened to) prospective and current customers. The topic of conversation wasn’t so much about his products. Rather, the focus was on these people lives – their challenges and their priorities. He said he heard things he never heard before. Learned how they make their decisions. Learned how these products fit into their lives or better could in the future.

This was a good lesson for why you shouldn’t outsource your eyes. There’s simply no substitute for the clarity that comes from seeing things yourself, and for the insights gained from face-to-face conversation. In the end, it’s the only way you can really create superior value for your health brand customers.