Seek to “INNERstand”

To understand your audience is one thing; but to truly reach into the deepest parts of another individual, to fully comprehend their drives, inhibitions, desires, and motives; this is to INNERstand them. Whether you are an individual with a burning message to share with the world or an organization with a life-changing product to provide to those in need; both cases require a certain level of innerstanding. Much like within interpersonal relationships, understanding the point of view the other is crucial. The best relationships do not form due to similar tastes in movies or music, but by allocating quality time with pure intention to fully grasp where exactly the other person is coming from.

In this new economy, it is essential to treat your relationship with your customers, as you would treat a friendship. For instance, if you had some news that you wanted to share with a¬†friend, would you deliver it to them in a compelling story that is relevant to their own life experience or just give them a generic statement that you kinda, sort, think makes sense? For far too long, advertisers have been talking at their audience instead of speaking with them; and by speaking with them I do not mean some focus group that is being paid to taste your new Acai recipe. I mean a true conversation; a back and forth dialogue that is deeper than “which one tastes better”. Social Media has made it possible for individuals and companies alike to maintain a streamline of communication. There are no longer any excuses for not getting to know the true beneficiaries of your brand. This sort of symbiotic relationship creates a win-win situation; both parties receive exactly what they want while reciprocating the value.

Take the extra time to know your customer. Ask them questions. Know why they buy from you and not the place next door. Ask them why their kids love the place. This may seem self-serving, but for those with a true sense of care for their community, this conversation allows for a greater customer experience and in return you will have a larger community to serve as they spread the word about the wonderful good or service that you so wholeheartedly provide.

-Tinashe Hwande

(edited by Tayla M. Hasselbach)

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