The Search for Meaning, Step 4 - Always Ask Why

I was talking to a client recently about his company’s access to customer information. He said that the company has spent the last decade developing enormous databases of information about their customers: they know precisely what is purchased, when, and where. But even with all of this information, the client’s company was dismayed to realize they still didn’t understand why their customers behave the way they do.

All of the quantifiable data in the world won’t help you understand a person’s underlying reasons. It will not give you the cause, only the effect. Not only does the very act of asking yourself why force you to make leaps of faith and use your intuition, it also makes you more human, giving you the ability to connect to your customers on a deeper emotional level.

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