MAN KNOW THYSELF - by Samuel Ibok

If you're thinking this piece is about philosophy, I'm sorry to disappoint you. The actual Caption for this insight is BUSINESS OWNER, KNOW THY CUSTOMER. If I ask you to select a gift item for someone you've never met and I also don't give you any form of context regarding what the person likes, there's a big chance you will pick something nice, but it may not be of high value to the recipient. On the other hand, if it were your brother or significant other, I'm sure you'd know the ideal gift and how to present it.There's a tonne of businesses out there building products and walking under the impression that all consumers are the same. Some entrepreneurs adopt foreign ideals when dealing with a target market resident in their home market. Forgive me, but you're a joker, and your business may crumble in a few a few weeks. You should build with the consumer in mind. The best way to know your consumer preferences is by taking feedback. Don't assume they will like your product. I know founders tend to marry their ideas, but kindly date your ideas as they are fleeting.  <img src="/media/inline_insight_image/customer interview.jpg" style="background-color: transparent;" alt="">The Nigerian consumer is different from the Kenyan consumer. You have to pay attention to the ideals and nuances inherent in culture. Your booze business will fail in the core northern or Islamic states of Nigeria. Product entry in Northern Nigeria will be faster if the leaders give their approval. With that, your marketing budget will reduce. A club will have more traction in Lagos because of the nightlife, Jaye Jaye lifestyle, and population.Nigerians have a tribe mentality, and it's stronger in certain ethnicities than others. This collectivist mentality is something you should consider before launching your product. Some Nigerians will legit patronise your brand if it makes them feel like they belong to a tribe. It could equally be a status symbol. Does your brand give your consumers the feeling that they've arrived? Will it make the people in the village respect them more during festive periods? This may sound funny, but it's actually a fact. That's why brands always get to the grassroots. Why do you think politicians go to remote areas, visit the informal sector, and patronise the youth? It's because that's where the number is.  <img src="/media/inline_insight_image/images (64).jpeg" style="background-color: transparent;">Your consumers would love it if you were a part of their journey. That's why testimonials from customers are the best ads. There was a time someone tweeted that they bought their first car after saving up with Piggy Vest. Consumer research can save your business and should be prioritized. Stop shipping features without interacting with consumers. Those updates may be perceived as bugs by your users. Oga, madam, learn from the woman who sells Akara on your street. When you tell her you like the crunchy Akara, she takes note and acts on that information. That's why she's able to send her kids to school through what you may see as a small business. She could even have a house of her own and send her kids abroad for masters. Her business has survived three presidents sef. Prioritise consumer research and act based on the data collected. Please know thy consumers. Kindly share this with someone building a business.Bye!

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