Know Your Client
Revisiting An Old Truth In A New Technology Renaissance
I want everyone to wear what they want and mix it in their own way. That, to me, is what is modern — Karl Lagerfeld
Thinking about the bottom line first is not a good long term strategy. In fact, it is not a strategy at all. A good strategy begins with how well a business knows its clients. To a large extent, it is about looking around and finding out how a business can make people’s lives easier and better. For example, great economists not only talk to influential people but also to crowds of ordinary people on the ground to form an opinion on an economy. Similarly, a business that stops listening to the voices on the ground soon loses its grip on reality.
Secondly, a business is about creating a fundamentally beautiful experience for clients even if the experience involves something as mundane as using a phone. The iPhone is fundamentally a phone which has morphed into a computer. A phone call using Siri is just a simple and natural way of ‘making a call’. Another example is that of the furniture giant IKEA. IKEA is easily associated with economy and function. However, it also has a partnership with a prominent designer — Ilse Crawford, the designer of the SINNERLIG collection. That’s because…
